A creative strategy conceived as an in-store promotion for the Dockers brand of casual men's pants promoted the notion that a lucky customer/fan (and guest) could win two Nice Seats at Super Bowl XXX, America's premier sporting event. Shifting the focus away from those in the game to those at the game, the designers devised a ballot box that showcased the two coveted seats. Entry blanks printed on acetate kept the prize visible as the contest progressed.