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[07/19/12 - 06:01 AM]
"Project Runway" Season 10 Multi-Platform Social Media Campaign Unveils "Real-Time Runway" and "Favorite Fan" to Complement "Fan Favorite"
Lexus and L'Oreal Paris will both sponsor said initiatives, which leverages more than 1.4 million Facebook fans of the show.

[via press release from Lifetime]

"Project Runway" Season 10 Multi-Platform Social Media Campaign Unveils "Real-Time Runway" and "Favorite Fan" to Complement "Fan Favorite"

New Initiatives Leveraging Real-Time Data For First-of-Its-Kind Experiences Part of Larger Campaign with Facebook, Twitter, Instagram, Pinterest, Viddy and Piictu

NEW YORK, July 19, 2012 -- Building on the success of its Fan Favorite social media initiative, Lifetime's Emmy(R) Award-nominated series Project Runway invites fans to really "make it work" with the addition of two new social-media based initiatives:Real-Time Runway and Favorite Fan. The show will break new ground for how TV shows leverage the real-time nature of social media when Project Runway Season 10 premieres Thursday, July 19 at 9/8c. This season marks the 10th anniversary of the hit series.

These initiatives -- sponsored by Lexus and L'Oreal Paris-- are part of Project Runway's multi-platform social campaign which leverages more than 1.4 million Facebook fans of the show and encourages fans to use #MakeItWork across Twitter, Instagram, Pinterest, Viddy and Piictu. Project Runway is looking to build on its laurels as the most engaging cable TV series in social media when it was on air last season (July 28-Oct. 27, 2011) with 4.9 comments per unique user (Source: SocialGuide).

"Project Runway's passionate fan base embraced Fan Favorite last season so we wanted to create more opportunities for them to engage with the show across social media platforms" said Dan Suratt, Executive Vice President, Digital Media and Business Development, A+E Networks. "It's exciting to utilize real-time data to create two new great experiences -Real-Time Runway and Fan Favorite - that will reward our fans for their enthusiasm around the live viewing experience of Project Runway."

The new social media initiatives announced today for Project Runway Season 10 are as follows:

"REAL-TIME RUNWAY" PRESENTED BY LEXUS: Real-Time Runway provides the ultimate social experience around all linear airings of the show by aggregating the conversation and providing an array of exclusive filtering and curation. (Lifetime will be the first TV network ever to leverage social data and content solutions company SocialGuide's Twitter TV API Suite.) Live three hours prior, during, and three hours after each linear airing of Project Runway, Real-Time Runway features include show-specific trending hashtags and two Twitter streams: one curating the conversation of all fans and the other displaying the accounts of Tim Gunn, Heidi Klum, the judges, guest judges and other notable accounts. Designed to avoid spoilers, Real-Time Runway automatically detects if fans are visiting from the east or west coast and displays their specific feed, keeping everyone engaged and guessing about each episode's fashion, drama and who makes the cut. It will be available online at www.mylifetime.com/realtimerunway.

"FAVORITE FAN" PRESENTED BY L'OREAL PARIS: Project Runway is recognizing its dedicated audience on Twitter with the Favorite Fan contest that will highlight fans' most popular tweets each episode.Thanks to a customized data feed from SocialGuide, Project Runway will display the show's most re-tweeted comments from the audience in real-time, creating a Twitter leader board that will be live during each broadcast from 9pm EST Thursday until 1:30am EST Friday. One winner will be chosen per episode and will receive a $500 prize along with the coveted title of Favorite Fan. It will be available online at www.mylifetime.com/favoritefanand within the Project Runway iOS app.

"FAN FAVORITE" PRESENTED BY L'OREAL PARIS: Fan Favorite, which helped Project Runway become the most engaging cable TV series in the social landscape during the Season 9 timeframe, returns for Season 10. Viewers are asked to vote for their favorite designer by using specific hashtags in their tweets throughout the season to help that designer win a $10,000 prize and the designation of Fan Favorite. Live rankings will be revealed during each episode and the winner will be revealed on-air during the season finale. It will be available online at www.mylifetime.com/fanfavoriteand within the Project Runway iOS app.

To get a front row seat on Real-Time Runway, Favorite Fan, Fan Favorite or to learn about the other offerings for Project Runway Season 10, visit www.mylifetime.com/projectrunway.

About A+E Networks Digital Media

A+E Networks Digital Media, a division of A+E Networks, is a leading provider of digital content for properties including HISTORY(R), Lifetime(R), A&E Network(R), BIO(TM), Lifetime Moms and Roiworld. More than 22 million unique visitors per month engage with the company's digital brands across six properties and millions more consume the content via syndication, social media and mobile.





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