Project Runway Makes [Social Media] Work

While the rest of the world has been following Project Runway for years, I am only now getting caught up in the magic. When the Style network began airing marathons of past seasons this summer, it didn’t take long before I was hopelessly addicted. I’ve been eagerly watching the marketing push toward the July 28 Season 9 premiere. And the buildup has been fabulous.

Across multiple social media channels and using a variety of media, fans of Project Runway have been introduced to this season’s designers. The Project Runway Facebook Page offers behind-the-scenes glimpses of the Runway set, updates on designers from seasons past, and links to continuously updated website content–like video tours of the Season 9 designers’ homes. Project Runway judges, Nina GarciaHeidi Klum, and Michael Kors can all be found on Twitter, counting down to the season premiere. The season hasn’t even started yet and I’m already so invested. Project Runway viewers are truly being engaged. What a great example of social media marketing.

The fun won’t stop once the season begins. The website will offer blogs from past seasons’ designers, and there will be live-tweeting during each episode–we’ve even been provided hashtags for each designer so that we can vote for our season favorite. Skeptical? Well, I made sure.

Please know, dear readers, that my Thursday night Twitter stream will be dominated by #projectrunway for the foreseeable future. Join me!

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