After a targeted online advertising campaign, the Internet audience was directed to a minisite where they would watch the series of videos. In order to participate in the promotional contest they needed to write up a short description of what would be the best costume to be selected by a jury to be eligible to get access to the party at the mansion.

During the three weeks of the promotion, the minisite received more than 30,000 unique visitors and 80,000 page views, half of them spending an average to a 1:30 minutes on the videos section of the site. The registration form was completed by a number of requests to subscribe to the digital magazine that could increase in 50% of the current subscriptions base.