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From the 4th Annual Shorty Awards

Project Runway Fan Favorite

Entered in Campaign for Television


Lifetime assigned each Project Runway designer a unique hashtag (e.g. #PR9Anya) and users were encouraged to vote via Twitter all season to declare their Fan Favorite, who would win $10,000. All contestants were eligible for the entire season and the hashtags were promoted via lower-thirds and interstitials and real-time results were revealed within each episode.This was a truly cross-platform effort and was driven to from on-air, social media channels and the website. - Leveraged Twitter to empower fans to select their favorite designer and award him/her a $10,000 prize. - Producers Bunim-Murray integrated designer hashtag into show graphics displaying hashtag with every designer’s name. - Also supported with on-air snipe revealing who is in lead in every episode, and a call to vote snipe and spot in almost every episode. - Promoted via our Facebook account: Launch story: The Fan Favorite campaign drove consistent social activity throughout the entire season, boosting Project Runway’s social profile according to the top 3 social media measurement companies. Key Success Metrics: - According to SocialGuide (, Project Runway: Season 9 was the most engaging TV series in the social media landscape, averaging 4.8 comments per unique user, more than the ratio for any other TV series during this timeframe (7/28-10/18). - According to Bluefin Labs (, Project Runway: Season 9 social activity ranked in the top 3 of all Thursday night Primetime programs in Ad-Supported Cable (7/28-9/29). (NOTE: MTV’s Jersey Shore and A&E’s Beyond Scared Straight ranked first and second). o The season premiere on July 28 ranked #1 for the night in social TV, beating all cable and broadcasting programming. - According to Trendrr.TV (, Project Runway: Season 9 generated over 1.3 million pieces of social activity. Interestingly, Trendrr noted that 66% of all activity occurs Friday-Wednesday, with 34% of conversation occurring on Thursday, the day each episode premieres. Also of note, 84% of Thursday activity comes via Twitter. - According to Klout (, Project Runway: Season 9 ranked #2 on the Top 10 Most Influential TV Shows ( and ranked #1 on the Klout Top 10 Fashion Week Designers ( - Live Tweeted from @ProjectRunway during EVERY East Coast premiere on Thursday night from 9-10:30p ET. Guests included Heidi Klum, Michael Kors, Nina Garcia, guest judges such as Zanna Roberts, Stacy Bendet, and Kenneth Cole, previous season designers, and notable Project Runway and fash

Strategy and Execution


Entrant Company / Organization Name

A+E Networks


Entry Credits