Cosmopolitan magazine on Thursday will launch its first global digital advertising campaign, which will be driven by web-based media including Facebook and YouTube.
According to the New York Times, Hearst's popular title for young women will make use of multiple sites for the $1.5m campaign, centered on a digital video billboard in Times Square, New York.
The billboard will play a video that simulates a photo-shoot for a Cosmopolitan ad campaign which will depict viewers of the video as the stars of the ad.
Viewers have to use Facebook Connect to select photographs they wish to appear in the ad, which urges them to "strike your most Cosmo pose," and also select five friends who are - as the magazine's credo goes -- "fun, fearless and female." They are then encouraged to share the video via Facebook and Twitter.
The campaign will also include a reception for advertisers, media buyers and the press in New York and other locations around the world.
Cosmopolitan, which is published in 60 editions in 32 languages, will see the November issue feature a four-page cover spread on the campaign.