Maybelline Sends Russian Women to New York City

From April 2 to April 15, Maybelline in Russia is inviting Russian women to submit their photos to Facebook and the popular Russian social network Vkontakte. The women's images are then selected (by votes and moderators) to appear on the Clear Channel Spectacolor billboard in Times Square where passersby can vote for their favorite girl on the promo site or Facebook page. The girl with the most likes wins a trip to New York.

At the launch event which took place in Times Square this week, a number of methods were used to get the attention of the crowd - such as a live HD cam that broadcast the crowd on the street to the billboard so passersby could see the contest participants from the billboard which is livestreamed online 24/7 on the project website. Also, street teams were encouraging people in Times Square to vote via iPads.