The mechanics is really simple. Girls submit their photos with a webcam through a dedicated Facebook app and an app in top popular local Russian social network Vkontakte.After moderation they appear on a billboard in Times Square. New Yorkers vote for the girls they see on the billboard, and the winner gets a trip to NY.
The campaign launch was celebrated by a Times Square takeover event synced with the press event in Russia. Journalists were previously photographed by an ‘agent-photographer’ sent by the brand, and could see themselves Live in Times Square among other contestants (of course, out of competition). New Yorkers were encouraged to vote for contestants by street teams equipped with iPads.

This generated a wave of PR and buzz, and the campaign took off in social media and the web.

The girl who won the campaign, turned out to have a fiancé in New York.

- 65 000 unique visitors of the project website- 11 000 installs of the apps- 2567 contestants- 145 188 votes- Total Reach (blogposts, buzz in online communities, online media (PR) in Russia and around the world, targeted ads on Facebook and Vkontakte) – more than 18 million users.