Betty Boop is currently starring in a special promotion in 200 Fiorella Rubino fashion stores in Italy.
The retailer had an exclusive on four Betty Boop styles from one of King Features' Italian licensees, and was inspired by the announcement of the Simon Cowell film initiative to create an event rather than merely a sales opportunity.
Fiorella Rubino also used the t-shirt collection as the basis for an in-store selfie contest called Searching for Miss Betty Boop.
Consumers who purchased a Betty Boop garment were then entitled to take a selfie with Betty and, by posting the photo on the Fiorella Rubino website, were entered to win a professional model photo shoot.
More than 800 selfies have been uploaded and thousands of votes cast.
The contest is highlighted on the home page of the Fiorella Rubino website, while Betty is also being featured in window displays, signage, entry cards and a special selfie photo op backdrop.
In addition, the retailer created special weekend events for its top performing stores featuring professional photographers taking pictures of the customers.