Project Runway Social Media Campaign Takes To Instagram


Weekly photo challenges encourage audience participation during new season of fashion show

Simone Spilka
  • 12 august 2014

What happens when Project Runway marries Instagram? The team behind Movement Strategy, a social media agency, were collectively inspired to link the two and find out. The result was a two-part social media campaign for the fashion design show that encourages viewers to participate in voting outcomes and weekly Instagram challenges.

Runway Redemption allows former contestants a chance back into the competition, and offers fans the opportunity to cast the new season of designers. Online portfolios of selected designers eliminated in previous seasons are aggregated from their personal Instagram accounts. Fans browse photos and videos, and vote their favorite contestant onto the show’s upcoming season. Though Designer Amanda Valentine (@valentimes) came in 8th place during her initial season 11, her Instaportfolio full of sketches, Egyptian inspired themes, and dynamic shapes and patterns won her a spot at redemption.

The second part of the campaign gives fans the change to engage on a weekly basis and show off their own fashion photography. The contests takes #OOTD onto the runway using the #InstaRunway hashtag, where users share a picture inspired by the recent episode’s challenge. Tim Gunn announces his favorite selfie on-air the following week. The website features Project Runway Fashion Ambassadors, everyday Instagram users, who style new looks of inspiration for each week’s competition.

#Instarunway Contestants

The collaboration between Lifetime and Movement Strategy reflects the second-screen experience, a progressing trend that will continue to influence and engage audience participation in the future.

Movement Strategy

Runway Redemption

[h/t] Trust Collective


Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

Mobile Today

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Fashion Today

Beautifully Designed Watch Combines Hour And Minute Hand

Simpl said the collection was inspired by the design of ancient sundials


Get PSFK's Related Report: Future of Advertising

See All
Syndicated Today

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Related Expert

Jason Fields

Immersive Media

Advertising Today

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

Culture Today

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Today

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Op-Ed Today

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Today

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

Advertising Today

The Hottest Chip In The World Comes Packed In A Coffin-Shaped Box

The individually wrapped snack is made from the spiciest known chili

Mobile Today

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger


Future Of Work
Cultivating The Next Generation Of Leaders

Luxury Today

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

Work Today

Microsoft Wants To Help Workers Better Communicate With Their Coworkers

Project Sonoma is a new app designed to help employees chat and coordinate shifts with their associates

Advertising Today

Real-Time Data Used To Calculate The Brand Power Of Athletes

Brandtix has develope a digital platform with a complex algorithm that combines social media variables with player performance to predict the next A-list pros

No search results found.