Snapchat is taking Luka Sabbat to court–for not holding his end of an advertising deal! Luka Sabbat is an actor and social media influencer with over 1.4M followers. But now Snapchat is suing him for not being able to, well…influence.
So Luka is being sued for breaching a $60,000 contract to promote, on Instagram, Snapchat’s 2nd edition if its ‘Snap Spectacles’. Sabbat got paid $45,000 up front with the promise of another $15,000 to post himself donning spectacles on Instagram.
In fact, according to a lawsuit filed by PR Consulting Inc (Snapchat’s public relations firm), Luka was supposed to post 3 Instagram stories and one picture on his account. Also, he had to be photographed wearing them in public at Paris and Milan Fashion Weeks. He was supposed to add swipe-up-to-buy links to two of those Story posts, get all the posts pre-approved with PRC, and send it analytics metrics about their performance.
However, PR Consulting Inc. claims he only posted ONE Instagram Story, and an ‘unapproved’ picture on his account.
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PR Consulting, is suing him for $90,000 for contract breach and damages
PRC is suing Sabbat to recoup the $45,000 it already paid plus another $45,000 in damages.
But the interesting thing is, Snapchat itself says it is not involved in the decision to take Luka to court. And yet again, as no fault of theirs, Snapchat will definitely feel the burnout for this.
Snapchat hoped it could boost interest after it only sold 220,000 of v1 of the spectacles
Now they’re only going to look desperate with this move 🙁
All the same, this is not the first time a brand has had an issue with an influencer for not delivering on a deal. There was that one time Kendall Jenner was supposed to attend the doomed Fyre Festival but didn’t. Then there are other instances where influencers do not label posts as advertisements.
Meanwhile, if PR Consulting wins this suit, it’d definitely bring about more transparency in the brand-influencer industry.