H&M Style Eye was sponsored by Lucky Magazine, Conde Nast Digital and MTV Networks, and was held on Facebook. Whoa, watch out multipurpose powerhouses! For the contest, users uploaded stylish photos of themselves while others voted. H&M went on to choose the three most stylish, flew them to New York for a weekend, along with a $500 H&M gift card and a photo shoot for the July issue of Lucky. Best of all (and supremely smart of H&M), the entire hoopla was shot on video and then broadcast on YouTube and Facebook.