L’Oréal’s Maybelline NY has launched a new digital campaign in Russia giving Russian girls the opportunity to appear on the billboard on Times Square and win a trip to New York City. 

Photo: Maybelline Facebook app, a snapshot

Developed by Grape Moscow, the campaign promotes Maybelline’s new mascara, the Falsies Volum’Express. The product targets young women who want their eyelashes to look “winged out and over top” instantly.

Girls are invited to submit their photos to these social media such as Facebook app, and an app in the top popular local Russian social network Vkontakte.ru until April 15. The most popular girls’ photos will appear on the billboard in Times Square and New Yorkers will vote for them. A girl who will have the most votes wins a trip to New York.  Additionally, Participants can watch videos  providing them with tips how to win.

In New York, street teams provided by Brand Marketers are encouraging people to vote for the girls ‘right here right now’. Participants from Russia can also see people from the square and can track what’s happening on the billboard through a livestream video, provided by Boston-based digital out-of-home technology company Aerva.

L’Oreal has recently announced the launch of its Global Hair Research Centre located in Paris Saint-Ouen.