​The new season of Lifetime’s “Project Runway” wants to reach its fashion-devoted fans where they live, work and play. Today, that’s everywhere. So the team at Lifetime is preparing for the most social season yet, with season-long opportunities for engagement and feedback.

Viewers can start by following along at playrunway.com, posting opinions on the fashions they see (and love or hate), and see their feedback posted on TV during the broadcast. They can also vote in real time and take part in polls through a partnership with iPowow, an interactive TV company with a focus on lasting second screen engagement (below).

Other options for engagement this season include “Rate the Runway,” through which fans can log on to see each garment from every angle and rate accordingly; designer portfolios, which go past the on-air process and show each designer’s sketch, fabric and idea from paper to runway; and a weekly scorecard where people can go to see a quick rundown of who’s in and who’s out each week.

Brief Take: Instead of screaming at the TV or telling friends how you KNEW that designer would get kicked off for that hideous dress, Lifetime is providing a convenient outlet for feedback and venting for “Project Runway‘s” fans, who have been watching the show, designer in and designer out, for 11 seasons now. These online (and in-app) opportunities speak directly to the second-screen user who wants to play along during the show, and hopefully evangelize to friends as they’re doing it.

Tags:


  Save as PDF