Nintendo employees will be walking around delivering the Miis using Street Pass.
Throughout all of Japan's Golden Week, Nintendo employees will be walking around Tokyo, Nagoya, Fukuoka and Sapporo in order to distribute celebrity Miis with the 3DS. These Miis are special in that they wear special golden pants as opposed to what is found on a typical Mii character.
Nintendo has teamed up with Japanese talent management company Yoshimoto. Celebrities under management by Yoshimoto will have their Miis featured during this campaign. Nintendo employees will be placed in several train stations, though they won't be wearing anything that will indicate that they are part of the promotion.