Last July NI introduced you to one of our favorite sites in “Flypaper: Producer’s Tips for Sticky Sweeps.” The Bluefly sweeps are second to none, and now they have taken it even farther - integrating with every diva’s Wednesday indulgence: Project Runway.
This new promotion goes beyond a great sweepstakes (they are giving away a trip to the finale), and does what every online TV site or promotion must do to cultivate a loyal audience - extend the storyline.
What? A story-based extension that connects a Reality show AND a commerce site?? Not possible, you say? WRONG.
Each week, Bluefly.com and PR take the show to the next level by inviting fans to “Get the Winning Look.” You can get it by shopping for items that epitomize the winning design. Throw in polls, the Bluefly Accessory Wall from the show, the previously mentioned sweeps, and clips from the previous night’s episode on Fly TV (First you watch it, then you Shop It) and fans can immediately dive right in to embrace or improve upon the designer's vision. It's a recipe for success - an extension that delivers an audience who joyfully comes back again and again throughout the season.
Everyone is trying to do online extensions, but the only other TV show that has done it this well is Heroes (with the most popular Comic Book of all time) - and NBC has never even come CLOSE to cracking the nut on elegant commerce.
Hats (and Hermes and my Prada slingbacks) Off to Bluefly and Project Runway - you've got my vote!