No it’s not a contest. It’s a link to Maybelline's Youtube channel, they will be streaming Toronto Fashion Week. While you're there you can get beauty and fashion tips. This is a good way to leverage the sponsorship into actual sales.
It will be interesting to see how MasterCard (the title sponsor) gets sales from this. I guess they are creating the brand identity of fashion forward and edgy. Maybe fashion fanatics will remember MasterCard supports Fashion Week when choosing a credit card. Although I doubt it.
The sponsorship is def. a better fit for Maybelline.