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. Prizes include Vans shoes, caps and t-shirts and a grand prize trip to Florida.
Frankel & Co./Orange, Calif., created the promotion; outdoor and radio support is from Eisaman, Johns & Laws/Los Angeles.
Copyright Adweek L.P. (1993)