February 27, 2008, 12:00 AM

Got a thing for shoes? Payless wants to share the love

Furthering the cause of love between people and – their shoes -- Payless ShoeSource has launched a marketing campaign featuring ILoveShoes.com, an online haven where shoe lovers can turn their passion into free products.

Mark Brohan

Research Director

Payless ShoeSource has launched a marketing campaign centered on ILoveShoes.com, a web site dedicated to consumers who want to share their love of shoes. Payless, which is “dedicated to democratizing fashion and design in footwear and accessories for all to enjoy,” also has created TV and print ads for the initiative.

“People -- women in particular -- love shoes and for a range of reasons,” says Matt Rubel, Payless ShoeSource’s president and CEO. “Our new campaign plays on this fact, and our just-launched site is an online world dedicated to allowing people to profess and share their passion for shoes in fun, inspiring and rewarding ways.”

More than 100,000 people have already visited the site, the company says, which launched Feb. 22. Once there, they can play a game that could net them free shoes for a year. Visitors play by completing the phrase “I Love Shoes Because ...” and winners are selected randomly each day.

Daily winners receive either a pair of shoes or the grand prize of a year’s supply of shoes. Payless, No. 268 in the Internet Retailer Top 500 Guide, said it will give away 30 years of shoes through the contest -- a year of shoes to 30 lucky winners each day for the run of the contest. An additional 900 pairs also will be given away over the game’s duration.

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