To drive engagement and build awareness of a new product in the Stetson line of colognes, COTY Beauty offered a contest. Consumers were asked to post a picture or video along with a short story, describing a situation where they either were or were not the “perfect gentlemen” as related to Stetson’s 10 New Rules of Chivalry. A combination of public voting and Sponsor judging determined weekly winners, with one Grand Prize winner receiving a trip for two to a major music festival in Austin.