The promotion took place on a mini-site through 3 phases. First, users picked the models from audition videos; second, they chose the set design and wardrobe. The final 3rd phase was the one-hour live shoot: via streaming video, users watched the models striking different poses through a camera view-finder interface; they could snap any shots they like, and upload them into a Lee print ad template to create their own Spring Summer campaign ads.

- Just like a fashion trend repeats itself, the exact same idea and mechanism was replicated by a well-known local fashion brand for its Fall Winter campaign- Average user spent 21 minutes on the final one-hour live shoot, a duration that can only be found on social media sites without any branded content, and 5 times more than the average on video sites- 604,820 registered users- 1,613,730 votes cast in phase 1 and 2- 395,282 campaign posters created