150.000 direct contacts were made through universities. Hundreds of photos soon spread online, promoting both the brand and the students, generating over 165.000 views and 1,8 million displays, the equivalent of a $100.000 web banner campaign. 150.000 direct contacts were made through universities. Finally, each university’s winner had his picture published. The campaign that was first aimed at just 80.000 students ended with national coverage. Most importantly, the brand helped guys actually connect with girls.