Project Runway Fans Stay Fashion-Forward with RunwayRADAR
As many fashionistas are well aware, Bravo’s Project Runway is underway with its third season of challenges, designs, and the inevitable designer drama. To correspond with the new crop of couture, Bravo has created a microsite called the RunwayRADAR, which keeps Runway watchers in the know about today’s latest trends.
The RunwayRADAR was launched in conjunction with the new season, which premiered on July 12, and features forty fashion items from jewelry to shoes, bags, and apparel, with new items added each week. The show’s designers were polled to determine the hottest trends, while Elle.com, which sponsors the microsite, provides the images for the various items. “It’s must-haves, you know, the colors, the things that they [the designers] love. It’s fashion,” Jason Klarman, Senior VP of Marketing and Brand Strategy for Bravo, tells ADOTAS.
With the help of Fallon and using Flash technology, RunwayRADAR features picks from a selection of the designers, and over time, will include the input of the entire cast. Users can view the pieces according to Most Loved, Color, Material, Brands, and Must-Haves. In addition to the items that make up the show’s fashion focus, the RADAR also includes beauty products like self-tanner and sunscreen wipes, which Klarman associates with the model aspect of the show. “When the judges are judging, there’s certainly emphasis on how hair and makeup are played against and contribute to the overall look and feel of the designer’s view, if you will,” he says.
While the content is currently purely editorial, there are plans to expand the RADAR feature the next time around, with the possibility of including e-commerce functionality. RunwayRADAR is expected to run through the end of the season, but if it is successful, Klarman says that it may be continued until the start of the next Runway, as Bravo frequently continues its relationships with contestants from the show.
The implementation of the trend-watching tool to inspire fashion-forward viewers is intended to fit into the larger, overall strategy of the highly interactive Project Runway website, which Klarman breaks down into three elements. The three-pronged strategy begins with giving viewers more of the show itself through exclusive clips. Next, the site strives to be additive to the show with features like blogs, message boards, and the RunwayRADAR to quench viewer thirst for more fashion. Finally, the focus is on being interactive, which breaks down further into activities like voting and competing in sweepstakes, and viewer-generated content such as video mash-ups.
Project Runway has a long history in the Web world, launching its first minisite with the first season of Project Runway in 2004. Since then, Bravo has been continuously building on previous content, adding more elements and features. “The traffic is just unbelievable,” Klarman says. “We just continue to get millions and millions of page views and great uniques and it’s just fantastic.”
Much of the site’s large response and evolving vibrancy is a result of a devoted, fashion-obsessed community. With only forty-four minutes of airtime each week, Klarman calls the show “an island.” These viewers need more than that, much more in fact, and the Runway site provides them with plenty of extras.
According to the Bravo VP, there are currently over 2,000 mash-ups submitted, and visitors can play the Fashion Face-off, download ringtones, wallpaper, and pictures, and post messages. They can read blogs by Tim Gunn, the designers’ mentor, and Daniel Vosovic. Blogs by Kara Janx and Nick Verreos from previous seasons have also been added. The website provides opportunities to see the various fashions from each week on the Rate the Runway feature, check into each designer’s profile of clothing creations, and watch exit interviews and various other video clips.
For the Runway community, the show lives on at the Project Runway website, and with the addition of the RunwayRADAR, they get even more of the fashion they love. “I mean people really do love it and get connected to it and they talk about it,” Klarman explains. “There’s lots of speculation on blogs and things about who’s going to be off next and they talk about the various designers’ fashion. It’s a lot of fun…These are very fashion-obsessed people.”
You can tap into the RunwayRADAR and strut your stuff at http://www.bravotv.com/Project_Runway/.
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