Vans Custom Culture Contest

Multi-phase contest with UGC upload and public online vote

Vans Custom Culture online voting page


Telescope partnered with Vans to create an interactive online competition giving high school students the opportunity to design four pairs of blank Vans shoes for the chance to win $50,000 for their high school art program. There were multiple phases to the competition, including online registration, entry upload and submission, and public voting.

Vans Custom Culture logo with white sneakers and paint supplies
Custom painted shoes
Winners posing with check


Phase 1: Eligible registrants visited the Vans Custom Culture website and entered their email address to receive a unique link to participate in the contest.

Phase 2: Vans emailed contestants a unique link where authorized users logged in and completed an online registration form.

Phase 3: After the registration period, Vans mailed out shoes for each school to customize. Authorized school representatives returned to the website and uploaded photos of their school’s one-of-a-kind shoe design entries.

Phase 4: Vans selected 50 finalists from all completed entries.

Phase 5: Online voting for the 50 finalists opened to the public. Voters visited the website, selected the school they wanted to vote for, and submitted their vote. While online votes were limited to 1 vote per day, voters could double their vote by sharing on Twitter or Facebook.

Online registration form for Vans Custom Culture contest and Teen Vogue article about finalists


  • Online form submission: Users visited the website and completed all required fields on the form

  • Online voting: Voters visited the website to select and vote for their favorite finalists

  • Double votes:  Voters who shared their voting activity on Facebook or Twitter automatically doubled their vote for the day