Tonight is “Project Runway” night for me and many of my friends. With more gay contestants this season than ever before, it’s no surprise that even my neighborhood hyper-masculine gay sports bar forgoes football, soccer and rugby broadcasts for one hour of Runway Fever each Wednesday night.
The show is a natural for Nielsen ratings within our community, with an hour of drama, fashion and personality conflicts that rival “Dynasty” viewing party fare in the 1980s. The popularity also cannot be hurt by Bravo’s brilliant multi-level on-line marketing campaign that accompanies the show.
This is viral marketing at it’s best. As one example, check out the key item on today’s afterelton blog item pulled directly from bravo’s Project Runway site.
And don’t forget the countless non-video sites that keep us informed about the contestants’ lives outside the show.
Then there literally thousands of Youtube.com fan and show footage videos like this Project Runway episode redux video tribute to contestant Jack Mackenroth who is at the center of activity in tonight’s episode.
And, then there is the Project Runway fantasy site where viewers can pick their team of favorites who earn points by being featured in that night’s episode or winning the challenge, but lose points if they are kicked off the show that night. It’s an activity that even has snared one of the FH Out Front co-chairs.
Going back in-house at Bravo, the network’s site has a masterful mix of on-line games, blogs and interactive activities to keep viewers occupied the other six days and 23 hours that they’re not watching the latest episode. Bravo’s site for Project Runway has everything from video diaries and behind-the-scenes footage to mobile phone content and reader postings.
Bravo also has any number of blogs from contestants and judges that cover topics ranging from behind-the-scenes dish to the blogger’s personal fashion advice.
Mobile marketing also is not lost on the genius forces at Bravo, including the Project Runway Mobile Fan Club and text offerings from fashion tips to questions for the designers. Additionally, Runway’s mobile site even includes a guide to New York filled with favorite haunts and landmarks recommended by the show’s cast and former contestants.
When we get to the interactive and reader-generated content of the site, it really shines with originality, way beyond standard message boards which it does offer. Readers can take an on-line challenge to reinvent outdated outfits from their closets and submit photos on the site. There also are on-line games and an array of “video mash-ups” by site visitors who can utilize a simple click-and-drag page to make own videos to post on the site. And they can come back each week to view the new clips added for their content-creating pleasure.
Not to stop there, the site also lets readers download design sketches and color them for potential posting.
Even Bravo’s realty guru Andy Cohen has been boosted by the on-line campaign as a celebrity in his own rite, starting with on-line videos and growing into featured broadcasts of cast reunions as well as his own blog on Bravo’s site.
From Project Runway fan’s perspective, Bravotv.com is an on-line wonderland. From a professional communications perspective, it is a text book case study in knowing your target audience. As a key niche in Project Runway viewership, gays and lesbians are noted for leading the general population in adoption of technology, including broadband access, and in gathering information on line.
Still, all this about Project Runway leaves us with two questions.
Long term: Where happens with Bravo’s marketing plan next season? Short term: What happens to Jack tonight?!
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