It started off as a silly joke and now it's turned pandemonium," said Paige Nguyen, a producer for the YouTube personality Anthony Po, who staged the event.
"It's all in the nose," said Lauren Klas, a 27-year-old graphic designer who clung to a fence post to get a better view of the stage.
The organizers had posted flyers for the contest - which promised a $50 prize to the winner - around New York in recent days, spurring social media speculation and thousands of RSVPs to an online invite.
Eventually, a winner was chosen: Miles Mitchell, a 21-year-old Staten Island resident, who dressed in a purple Willy Wonka outfit and tossed candy to the crowd from a brief case.
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