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Instant-win games meet instant photography in the ‘Picture of Cool’ promotion for Vans Shoes in Chicago and Miami. Customers who buy a pair of Vans in Bakers shoe stores have their picture taken with a Polaroid camera. As the photo develops, a customized border is revealed featuring one of Vans’ new plaid shoe styles and a message indicating whether the customer is an instant winner.
Images are pre-exposed onto Polaroid instant film to make the game possible.
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