Announced in late April, Promoki launched a modelling photo contest with the magazine, where the winner is the party with the most likes and shares.

Promoki is one of the hottest start-ups and a participant in Wellington’s Lightning Lab.

Lucire publisher Jack Yan says that it was natural that his magazine, which was the first commercial online fashion publication in New Zealand 16 years ago, would work jointly with another innovative firm.

In the weeks so far, Mr Yan says he is delighted with the results.

‘Promoki’s challenge is very of-the-moment and harnesses the power of social media to decide who the winner is. It’s innovative, transparent, and very powerful for participating brands,’ he says.

‘We’ve been thrilled to see more people engaging with Lucire on Facebook and Twitter and there’s a good amount of netizens out there excited about the competition.’

Promoki CEO Brinkley Warren says, ‘It’s been really exciting to see the big social media spike for Lucire. Tapping into the power of crowd creativity is good for marketing, and it’s a perfect fit for the fashion world.’

The first prize sees the winning team profiled in a future issue of Lucire. If the winner is a New Zealand model, they will get a shoot led by the magazine’s fashion editor Sopheak Seng.

Silkbody, Smashbox and Label M have also provided prizes. Silkbody’s prize can be redeemed internationally, while Smashbox and Label M’s prizes are for New Zealand only.

The competition concludes on May 31.

Promoki was one of the start-ups presenting at Lightning Lab’s Demo Day on May 15, and was introduced by Mr Yan.

Lucire