It is used in schools inMexico, specially in high schools and Colleges, to select and vote for a Campus Queen. For that motive a special campaign is done where the candidates organize events and give away free food... and I guess the food is the best part of it. But anyway, my campus is not only imparting college classes but also high school's so there is a candidate for both levels. I saw one of the girls the other day and I kind of like her outfit. Her name is Gaby and is the candidate from High school.