How Project Runway Uses Social Media to #MakeItWork

To kick off its 10th season this summer, Project Runway developed a highly visual, multi-pronged campaign designed to round up existing fans and get their friends involved.

The ongoing campaign, dubbed "#MakeItWork," riffs off an oft-delivered piece of advice from cast member Tim Gunn, who occupies the role of "mentor" to designers on the show. Since the show's premiere on July 11, Project Runway's Twitter following has jumped 12% to 130,000+, and its Facebook fanbase has grown by 6% to more than 1.5 million fans.

#MakeItWork extends across an impressive number of online and offline platforms, some large and established, others -- like Viddy and Piictu -- less so.

Here's a…
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