US shoe store Payless has pulled one of the all-time pranks as a part of a viral ad campaign.
The discount shoe retailer opened a "luxury" store, called 'Palessi', and invited fashion influencers to check out their shop.
The kicker? The shoes inside were just regular Payless shoes - just with a few extra zeros on the price tag.
The point of the experiment was to see if influencers would fork out the cash for the "designer" shoes.
And man, they really did.
Some influencers paid US$200 (AU$270) to US$600 (AU$820) for shoes that normally retailed for US$20 (AU$27) to US$40 (AU$55).
Over US$3,000 (AU$4,097) worth of shoes were sold in the first three hours after opening - but the company returned the cash to the influencers, and even let them keep the shoes after the big reveal.