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DEVIOUS MAIDS
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DEVIOUS MAIDS
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DEVIOUS MAIDS
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CAMPAIGNS SELECTS
DEVIOUS MAIDS
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CAMPAIGNS SELECTS
DEVIOUS MAIDS
THE BRIEF
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CAMPAIGNS SELECTS
DEVIOUS MAIDS
THE BRIEF
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Experiential
NEW YORK (BUSINESS WIRE) To celebrate Project Runway's milestone 10th anniversary, Lifetime, in partnership with Friends of the High Line, will transform a portion of the High Line in New York City into a virtual runway with a dynamic, 20-foot long, interactive installation on the elevated park featuring the stars of the Emmy® Award-nominated hit show host Heidi Klum, mentor Tim Gunn and judges Michael Kors and Nina Garcia. The centerpiece of a multi-market, multi-platform campaign designed to give Project Runway fans and fashionistas the opportunity to live, capture and share their “Make It Work Moments,” the exhibit, features innovative human tracking technology that mixes real-time virtual emotions of Klum, Gunn, Garcia and Kors reacting to passersby as they walk the High Line.
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To further promote the return of Project Runway, pop-up Project Runway photo experiences will also bring the runway to the streets of New York July 13th and 14th, as well as Boston, Los Angeles and Chicago on July 14th and 15th, giving fans the chance to share their best runway strut via Facebook and Twitter and enter to win weekly prizes. A "Make It Work in NYC" sweepstakes will launch simultaneously at mylifetime.com, with chances to win a Grand Prize that includes tickets to the Project Runway finale, $10,000 cash and a first class trip to New York.
Lifetime to Celebrate 10th Anniversary of Project Runway with Life-Sized Interactive Runway Installation on the High Line in New York City
In addition, Lifetime is launching a multi-format social media campaign that will complement the on-air, event and sweepstakes elements to support the program’s 10th anniversary premiere. Utilizing Instagram, Pinterest, Piictu, and Viddy to share exclusive videos and images with viewers, beginning July 19th, Lifetime’s "Make It Work" social media effort will employ each platform to boost interest and sustain engagement throughout season 10 by encouraging viewers to share videos, participate in design challenges, tweet their favorite Project Runway moments and exhibit their own sense of style. Specifically:
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Instagram, @OfficialProjectRunway will post photos (hashtagged #MakeItWork) of existing work from the upcoming season's cast of designers;
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Pinterest, LifetimeTV will use its "Fashion Time" board to post and repin photos from the Pinterest community (also hashtagged #MakeItWork);
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Piictu, @ProjectRunway will create "piicture" streams by posting photos of fabric, accessories, colors, and patterns. Users can show off their own fashion sense by prompting them with various design challenges;
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Viddy will post 15-second video clips from the show introducing each contestant from season 10 and will post videos from the show throughout the season; and
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Twitter, @ProjectRunway will encourage followers to tweet images of their favorite #MakeItWork moments and will reward best looks with a weekly prize.
Sponsors for Project Runway and the 10th Anniversary VIP event include L’Oreal Paris, Lord and Taylor, HP, Lexus and Marie Claire.
Lifetime has brought a neat out-of-home advertising trick to the U.S. for the first time to promote its upcoming miniseries The Secret Life of Marilyn Monroe, starring Kelli Garner. Garner began appearing Monday on digital ads in eight New York City subway stations. The ads are audio-activated, and whenever a train arrives in those stations, Garner's skirt blows around, as though windswept by the train (a reference, of course, to the famous images of Monroe with her skirt blowing around in The Seven Year Itch—also caused by a draft from a New York subway train). It's the first marketer in the U.S. to use this audio-sensory technology in the MTA subway.
Comic Con
To promote the new season of Witches of East End, we created a three-night, VIP red carpet event at The Tipsy Crow. Shutting down a major intersection in San Diego with performed a live seance using members of our fifty person street team disguised as witches and warlocks. That led to a line down the block, and the venue being packed every night with the hashtag #WitchesOfEastEnd trending on social media. The three level venue was transformed inside; each floor corresponded to a different magic level.
