The contest page was developed by Fortress and was completely integrated in the Jimmy Alter website. The page offered an extensive integration with social networks. To have a chance to win the make-over, Jimmy Alter members had to explain why they deserved the prize and share their story via social media. Just like Jimmy Alter, Britain addresses a young, headstrong and outspoken audience. The brands Britain sells are among the favorites of Jimmy members.

The monthly winner was invited to a Britain store for a complete make-over and accompanying photo shoot. The photos were communicated through Jimmy Alter channels, such as narrowcasting, Twitter, Facebook, Hyves and the newsletter. Britain stimulated the campaign through its own channels, including e-mail database, website and flyers.

View the contest area here.