Lifetime's 'Project Runway' Struts More Social Stuff

With season 10, show launches 'favorite fan' tweet contest, 'real-time runway' comment feed

By Todd Spangler, Multichannel News -- Broadcasting & Cable, 7/18/2012 3:47:02 PM

Looking to wring more tweets from Project Runway's fashionista fan base -- and spur viewers to tune in live -- Lifetime will introduce two new social TV features with Thursday's premiere of season 10.

With the "Favorite Fan" contest, sponsored by L'Oreal Paris, Lifetime will give $500 weekly cash prizes to the show's most retweeted fan during the season's 14-week run. "Real-Time Runway," sponsored by Lexus, will aggregate selected comments from judges, guests and viewers on the Project Runway site during live broadcasts and repeat airings.

"Project Runway is an extremely social show," said Evan Silverman, senior vice president of digital media for A+E Networks. "We really are trying to leverage the real-time nature of these feeds and provide a value-add for our fans."

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