Movement Strategy Fashions Instagram-Fueled Contests for New Season of 'Project Runway'

The social media campaign began with a pre-season voting contest and continues with a weekly fan photo challenge.
Publish date:

Social media agency Movement Strategy has stitched together an engaging experience for the new season of Project Runway. Using Instagram and two Movement Strategy-created websites, the social media campaign began with a pre-season voting contest and continues with a weekly fan photo challenge that began when the show premiered on July 24.

In the first phase, Runway Redemption, fans voted to bring back one of three former contestants using the website, which pulled together photos from the contestants’ Instagram accounts to form their “InstaPortfolios.” Voting closed June 6 and Amanda Valentine of Season 11 was revealed as the winner during the premiere.

The second phase, “InstaRunway,” gives fans the opportunity to showcase their own fashion photography skills with weekly Instagram challenges. Inspired by looks on the runway, the challenges encourage fans to snap a picture of themselves and post it to Instagram with the hashtag #InstaRunway. Each week, fan-submitted photos appear on, and Tim Gunn announces his favorite fashionable selfie on-air.

Image placeholder title

“We wanted to create a truly engaging experience where fans are not just able to contribute, but are actually able to influence how the show plays out,” said Jason Mitchell, Co-Founder of Movement Strategy. “Especially when you take into account the rising trend of native social media as the main second-screen experience, we feel like this is the natural future of audience participation.”

The social media agency was approached by Lifetime after successes with various projects for A&E Networks. According to the Movement Strategy team, the idea for the campaign stemmed from a collective desire to link Instagram to the show in a big way.

“It’s just such a great fit considering the importance of visuals in a fashion design show. Things just fell into place with what the producers and Lifetime had in mind,” explained Movement Strategy Co-Founder, Eric Dieter. “It’s been a truly collaborative effort. The final product is really an extension of both teams’ ideas and creativity.”



Zylia Takes Portable 360-Degree Recording to New Territory With Tablet-Based Control of Its Acclaimed ZM-1 Microphone

Making high-resolution 360-degree recording in the field easier than ever, Zylia today introduced a Windows tablet-compatible version of ZYLIA software for the company's acclaimed ZYLIA ZM-1 microphone. Convenient tablet-based control over the ZM-1, a compact 3rd order Ambisonics microphone, gives sound engineers and musicians a lightweight and highly portable solution for capturing immersive audio in any environment.


Veritone Announces NAB Show Product of the Year Award Win for Veritone Attribute

Veritone, Inc. (Nasdaq: VERI), the creator of the world's first operating system for artificial intelligence, aiWARE™, today announced that its Veritone Attribute application, a near real-time media attribution solution, received a Product of the Year Award in the Best New Radio Technology category at the recent 2019 NAB Show in Las Vegas. The first official awards at the NAB Show, the program recognizes the most significant and promising new products and technologies showcased by exhibitors.