Meta is leaving no stone unturned in its bid to make its Ray-Ban smart glasses a mainstream phenomenon. The tech giant has announced that it will be airing not one, but two Super Bowl ads featuring Marvel actors Chris Hemsworth and Chris Pratt, as well as Kris Jenner. To further drum up excitement, Meta is also releasing a limited edition Super Bowl version of the glasses, which won't be available for public purchase.

The first of the two Super Bowl ads has already been released, showcasing the actors causing chaos in Kris Jenner's personal art collection. The ad highlights the glasses' capabilities, including identifying art pieces and translating foreign languages. Jenner, meanwhile, uses the AI-powered glasses to call her lawyer after an incident involving a $6.2 million banana.

This is not the first time Meta has created a limited edition pair tied to an event. The company has previously released special edition glasses, including a translucent model for its Meta Connect event. This strategy is reminiscent of how Nike and other sneaker companies create hype around limited edition releases. With over 1 million units of the Ray-Ban smart glasses sold in 2024, Meta is clearly looking to build on this momentum.

The limited edition Super Bowl glasses will come in a pair of matte black Wayfarers with either gold, mirror-like lenses or lenses featuring the team colors of the Super Bowl finalists. The glasses will also come with a custom-etched case. While they won't be available for purchase, it's likely that Meta will seed them to celebrities and influencers to generate buzz around the product.

Meta's aggressive marketing push is a sign of the company's confidence in the smart glasses market. The technology has come a long way since the Google Glass debacle, and Meta's success with the Ray-Ban smart glasses is a testament to this. With the company set to release Oakley-branded smart glasses later this year, it's clear that Meta is committed to making smart glasses a mainstream gadget category.

The move is also a sign of Meta's willingness to think outside the box when it comes to marketing and product releases. By creating limited edition versions of its products, the company is able to generate excitement and create a sense of exclusivity around its brand. This strategy has been successful for companies like Nike and Apple, and it will be interesting to see if Meta can replicate this success in the wearables market.

As the wearables market continues to evolve, it will be worth watching how Meta's strategy plays out. With the company's commitment to innovation and its willingness to take risks, it's likely that we'll see even more exciting developments from Meta in the future.