Slice promotes Runway by expanding online content » Media in Canada

Slice promotes Runway by expanding online content

Fans immersed in everything Runway should appreciate more dish, prizing and text messaging.

Slice network’s website has launched a second wave of exclusive content for Project Runway Canada to deliver more ways for viewers to interact with the series, which airs Mondays at 10 pm ET.

In addition to contestant biographies, the site now features blogs written by the designers, the judges and mentor Brian Bailey inviting visitors to interact. There’s also more video content – including extended scenes, outtakes and exit interviews – adding to the existing audition tapes and video interviews with cast members.

The site’s photo gallery portion – sponsored by Winners – has been expanded with designer sketches, runway photos and behind-the-scenes photos. There’s also a new interactive popularity poll enabling fans to vote for their favourite designers, plus fashion articles based on episode themes and profiles of guest judges.

The Runway website is also promoting a beauty page that highlights information on products featured in the series, showcases official blogs by L’Oreal Paris beauty experts and offers unique online video segments. Full episode streaming and recaps will launch the day after each episode premieres.

A consumer contest is running until Nov. 12 with daily prizes and a grand prize of a trip for two to Milan, plus a $2,500 gift card from Winners, a full makeover from L’Oreal Paris and a two-year subscription to Elle Canada. The contest is being promoted on-air, in-store at Winners and through online ad media.

Slice launched its first text messaging campaign, ‘Catty Quotes,’ on Oct. 18. Users can opt into the campaign via the website, or by texting ‘ALERT’ to short code SLICE on their mobile devices to receive weekly ‘Catty Quotes’ taken directly from that week’s episode. Those who do will automatically receive five ballots for the grand prize.