We used picture marketing at two different attractions this year.
We paid for the service.
Although people are more likely to tag themselves in photos they took, with the picture marketing service we are able to get thousands of email addresses from the retrieval process that we can market to all year. We do have spots where they can take their own photo and get our logo as well, but I like doing both. The picture marketing service that has been at Transworld the last few years does not force the customer to sort thru hundreds of pictures to find theirs, the card we give them directs that person right to their photo(s), and the retrieval page has several "share" buttons, which posts the picture to facebook, twitter, email, etc.
We have not tried to sell marketing sponsorships to ours yet, but will be for 2013.