Lifetime will look to increase awareness for next week's seventh season debut of Project Runway through a new Facebook Connect social media application.
The Project Runway 2010 Designer Darling application allows users to place their photos on gender-specific, custom-created fashion magazine covers that feature a short article trumpeting the user as the newest fashion sensation, according to Lifetime officials.
The application also allows users to place a cover slide show within their Facebook newsfeed; Tweet about the application; download the custom magazine covers; invite friends to participate; access exclusive content on myLifetime.com and link directly to Project Runway's Twitter account and fan page.
The network will also launch a full suite of fashion and drawing games on mylifetime.com in advance of Project Runway's Jan. 14 seventh season premiere.
Project Runway averaged 3.3 million viewers last Fall on Lifetime -- the first time the popular competition series ran on the women's targeted network after airing its first five seasons on Bravo.
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