Posted by Sheila Shayon on June 19, 2012 10:09 AM
A lot has changed since Project Runway debuted 10 seasons ago on Bravo. For a start, it's no longer on Bravo — and TV is no longer a one-way, passive experience but more about hybrid TV/social viewing these days, of course. So P.R.'s TV home, US women's cabler Lifetime, is leveraging visual social platforms Pinterest, Instagram, Piictu and Viddy ahead of the 10th season debut on July 19.
While still maintaining Facebook and Twitter marketing, Lifetime's "Make it Work" season launch campaign — a reference to P.R. mentor Tim Gunn's catchphrase — asks viewers “to share images and videos that inspire fans to showcase their fashion choices and encourage armchair designers nationwide to share their style" to spur buzz and tune-in.Continue reading...