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.”


Colonie - Logo Small

The Colonie Promotes Graham Chapman to Editor

The Colonie has announced that Graham Chapman has been promoted to editor, continuing the Chicago-based postproduction company’s long tradition of nurturing extraordinary young talent and developing its next generation of editors from within.


RTI Launches Multi-Tiered RTIXCEL Training Program

RTI, a leading control and automation manufacturer for residential and commercial settings, today announced that the RTIXCEL Training Program has officially launched. RTIXCEL offers a range of options designed to give custom installers the resources needed to master Integration Designer® APEX and gain a deeper knowledge of the technologies they use every day. RTIXCEL Online, RTI's new state-of-the-art learning system, delivers a comprehensive curriculum, allowing dealers to learn effectively at their own pace. Online learning complements other RTIXCEL training programs, including TechTalk webinars, on-site training held around the world, and the RTIXCEL Experience, a three-day, hands-on training hosted at RTI headquarters in Minnesota. These accredited courses give integrators education units for CEDIA and AVIXA certifications.


BenQ Amps Up 21st Century Learning at TCEA 2019

BenQ, an internationally renowned provider of visual display solutions, will feature its purpose-built display solutions for education at the 2019 Texas Computer Education Association (TCEA) Convention and Exposition, Feb. 4-8 at the Henry B. González Convention Center in San Antonio. In booth 1562, BenQ will show educators interactive flat panels, laser projectors and collaboration solutions that will help transform the learning experience to drive success for every student.