This year for season 11 of Project Runway, an innovative Instagram marketing campaign is being used to revive favorite contestants that have competed in previous seasons of the show. Everybody loves a comeback story and this is exactly what the Lifetime show will be giving its audience this time around.
With 'Runway Redemption,' Project Runway is offering former contestants the chance to come back to the newest season of the show, as determined by the votes of fans. Fashion photos and sketches from the personal accounts of each designer are collected and displayed through an "Instaportfolio" and votes can be submitted on the best designs. In addition to this, the campaign also has a component for fans to upload #OOTD (outfit of the day) photos tagged with #InstaRunway, to match the challenge of each week's show.