Project Runway Canada Online Auction Case Study
Project Runway Canada Online Auction Case Study
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Project Runway Canada Online Auction Case Study

Vonality reached out to the production company of the hot television show Project Runway Canada. The concept was to create a themed auction for viewers to bid on 'show worn items' and give fans a new way to interact with the brand. This concept also allowed Project Runway Canada to offer their existing sponsor “3M” additional promotion and exposure within a dedicated, themed episode and overall increasing the value of their relationship.

By creating a unique auction item- dresses made out of Post-It Notes and bringing forth a cause marketing element, the Post-It Note, Project Runway Canada Charity Auction was created.

Integrated into the show, viewers were directed to a fully branded auction site tied into the existing Project Runway Canada website to bid on the unique items. Each individual auction listing page featured the story of the designer, the inspiration for the dress design and information about the model. Auction listing pages were also integrated with AddLiveVoice (powered by Vonality), allowing bidders to listen to clips from the models- survivors of breast cancer. This allowed the models to speak about their personal tie to the auction and how the proceeds would benefit such an important cause.

Vonality leveraged the power of social cause marketing and promoted the auction within Facebook groups, Twitter and cause related, Fashion and Project Runway Canada blog sites. This created fan buzz and traffic from supporters around the world.

Vonality also worked closely with corporate supporters and engaged them to purchase the winning dress as soon as the auction opened to encourage high bid prices and to support the cause. Vonality coordinated a user account for this sponsor and promoted the first sale of the winning dress both within the auction page itself and the Facebook and Blog posts.

Vonality worked very closely with the Insight Productions team to pull together the deliverables for the auction. The auction was pulled together within a months time.

The auction received coverage in many national news publications both in print and on air.

This was a great example of cause marketing and item remonitization for a cause. Insight Productions were very pleased with the results and expressed that this campaign was a great way to encourage fans of the show to interact with the brand and show their support in a new and innovative way. This campaign really gives Insight Productions a competitive advantage and showcases leadership in innovation.
The end result was a win-win for all parties involved.

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