If you want to throw a party, how do you get the attention of an indifferent, saturated, youth market? 
You get them to spread the word for you. 
We planted ‘tagged’ models in their favourite social hangouts and as our human billboards quickly became the centre of attention, they encouraged everyone nearby to pose with them in photos and video clips, tagging them physically and digitally through their Facebook accounts. With our Facebook fan page increasing by 600% and event message bursting across cyberspace, we hijacked some fashion spreads, put some poster inserts into magazines and threw up some outdoor around the city.
Then had one hell of a party, with a record crowd.

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