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Lifetime Announces PROJECT RUNWAY Social Network Campaign

By: Jun. 15, 2012
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Are you ready to Make it Work? The Emmy® Award-nominated series PROJECT RUNWAY is asking viewers to share their individual fashion sense with show designers and other viewers in the weeks leading up to the season 10 premiere on July 19. Project Runway will employ  #MakeItWork across multiple social networks to share images and videos that inspire fans to showcase their fashion choices and encourage armchair designers nationwide to share their style.

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The Make it Work campaign – currently being previewed on billboards, buses, phone kiosks and more in New York and Los Angeles – will make its way to a group of today's most popular visual networks including Instagram, Pinterest, Piictu and Viddy.  This marks the first time any television network has integrated with social video sharing application Viddy to offer exclusive footage and solicit fans for their own videos.

"The timing is perfect for Project Runway to take advantage of the rising popularity of visual social networks," said Dan Suratt, Executive Vice President, Digital Media and Business Development, A+E Networks. "We've had great success engaging the Project Runway audience on Twitter so we're excited to provide more ways for our fans to interact with the show with their own fashion photos and videos on additional social platforms."

#MakeItWork kicks into gear on June 15 in conjunction with the announcement of the Project Runway Season 10 designers and continues throughout the season.  Project Runway will encourage social photo and video sharing across Instagram, Pinterest, Piictu and Viddy as follows:

  • Instagram: "@OfficialProjectRunway" will post photos – tagged #MakeItWork – of existing work from the upcoming season's designers to introduce their unique styles.
  • Pinterest: "LifetimeTV" will use its "Fashion Time" board to post and repin photos from the Pinterest community using #MakeItWork.
  • Piictu: @projectrunway will create "piicture" streams by posting photos of fabric, accessories, colors and patterns and challenging followers to show off their fashion sense by prompting them to post using various design elements such as: "Animal prints. #MakeItWork." During the season, the conversation will continue with "picture" stream challenges inspired by each episode.
  • Viddy: Show fans will have access to a brief introduction from each designer and how they "make it work" through their own 15-second video clip posted to Viddy from the Project Runway account. Fans are encouraged to post their Viddy responses. Engagement will continue with exclusive videos from designers throughout the season.

Additionally on Twitter, @Projectrunway will ask its followers to tweet images of their #MakeItWork moments and will reward the most runway-worthy look each week with a prize.

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®, Lifetime®, A&E Network®, BIO™, 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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