Lifetime is giving fans of unscripted fashionista series Project Runway, which debuted for a ninth season on Thursday, interactive goodies and social-networking features on their iPhones and Android devices through Yahoo's IntoNow app.
The programmer is tagging each episode of Project Runway using IntoNow, to let users of the app access bonus digital content, take polls and chat with their friends and other viewers while watching the show.
"This campaign taps into the passion viewers have for Project Runway as well as their demonstrated willingness to engage with social media and mobile platforms," Lifetime senior vice president of marketing Tim Nolan said.
It's the first major campaign IntoNow has launched since Yahoo acquired the seven-employee startup in April 2011. Investors included venture-capital firms Greylock Partners and Redpoint Ventures.
"By partnering with Yahoo, we are able to create a multidevice experience for Project Runway viewers, which coincides with the way our target is viewing television," Joe Hadari, Horizon Media's vice president and director of digital strategy for entertainment, said in a statement. "It also provides a platform to further incentivize fans for live tune-in to the program throughout the season."
IntoNow has more than 1 million registered users, according to Yahoo. The app is designed to help people discover new shows, discuss their favorites and get recommendations based on their interests and those of the people they're connected to.
IntoNow uses a "SoundPrint" technique to identify live TV content and any previously aired content; Yahoo claims its index now spans more than 2.6 million live airings from more than 130 U.S. TV channels.
Project Runway, which airs on Lifetime Thursdays at 9 p.m., is hosted by supermodel Heidi Klum. The show, which expanded to a 90-minute block last season, gives aspiring designers a shot at launching a career in the fashion industry.
Lifetime picked up Project Runway -- previously on NBCUniversal's Bravo -- in 2008. A&E Television Networks acquired Lifetime Entertainment Services the following year.