Project Runway had its big season finale last week. The three finalist were Christian Siriano, Jillian Lewis and Rami Kashou. It was great season full of excitement with extraordinary talent this year. Week in and week out, these folks put great clothes down the runway, so congratulations to them for all their hard work.
Now onto the buzz, I pulled two Blogpulse charts today to see if any themes surfaced in the data. The first chart queries the three finalists names. Nothing super exciting here, but we do see that the colorful Christian was the most talked about all season long and he had a huge spike for his winning designs. To quote Christian, he was “fierce” on the runway and also in the blogs.
The next chart shows some recent HBO shows compared with Project Runway. Its interesting to me for a couple reasons. First the season finale’s of each show seem to drive quite a bit of buzz represented in the major spikes on the chart.
The second reason is Project Runway and HBO’s runway hit Flight of the Conchords both shows that have amassed cult type followings in a very short period. One interesting fact, Flight of the Conchords buzz seems to be comparable to both The Wire and Project Runway even though it has not aired a new episode since early September of last year. (FYI - Flight of the Conchord’s season finale aired before this chart’s data)
What leads to the success of Flight of the Conchords and Project Runway in the engagement arena? In a time when strategist are stressing the benefits of social media and diversifying your marketing program, we see that both of these shows have integrated strategies encompassing social media and emerging trends. On the HBO site, you will find a vlog (video blog) and all sorts of social media features. Project Runway similarly has all the bells and whistles of a social media site with mobile fan clubs, widgets and many more interactive features.
Does all this social media drive active engagement in a television show? For now, it definitely seems to be working.
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