What type of promotional tool is ACME Shoe Company using by having athletes post pictures on Instagram?

The choice of social media as the correct answer is based on the nature of how ACME Shoe Company is engaging with athletes to promote their brand. By having athletes post pictures on Instagram, ACME is leveraging social media platforms to reach a broader audience. Social media allows for direct interaction with consumers, facilitates the sharing of visual content, and can create a viral effect, all of which are effective for brand promotion.

Utilizing athletes as influencers ties into the broader trend of influencer marketing, where individuals with significant followings can sway consumer decisions and enhance brand visibility through authentic endorsements. This method of promotion not only capitalizes on the athletes' credibility but also engages their fans and followers, potentially leading to increased brand awareness and sales.

In contrast, other promotional tools like television advertising or print advertising do not apply in this context since they do not involve the interactive, user-generated content aspect that social media encompasses. Event sponsorship, while also a form of marketing, would involve the company sponsoring an event rather than utilizing social media platforms and influencer participation. Thus, social media stands out as the most accurate and relevant promotional tool used by ACME Shoe Company in this scenario.