The lyric "shake it like a Polaroid picture", along with the song's commercial success, helped to revitalize the Polaroid Corporation. Because current Polaroid film is sealed behind a clear plastic window, casually waving the picture has no effect on the film's development. Vigorously shaking the film may actually distort the image by causing the film to separate prematurely and creating blobs in the final image. Nevertheless, Polaroid sought to capitalize on the allusion, hiring Ryan Berger of the Euro RSCG advertising agency. Polaroid sponsored parties for OutKast at which Euro RSCG distributed Polaroid cameras.