To promote Thursday's season seven finale of Project Runway, Lifetime Marketing has partnered with rich media advertising technology company Interpolls to launch an extensive digital campaign with interactive ad units that feature exclusive behind-the-scenes footage from the series during Fashion Week. In addition, the units will enable consumers to vote for which designer they think will win this season, check out show times and airdates, and other functionalities for 2010's #1 rated and most watched competitive reality program on ad-supported cable among Women 18-49, Women 25-54, Women 18+, Adults 18-49, Adults 25-54, Adults 18+, Total Viewers and Households.
In conjunction with this widespread digital advertising campaign, Lifetime, using Interpolls' programming HTML5 technology, is conducting a beta test -- starting today -- by which iPad users will experience the first browser based rich media unit on the tablet. Unlike traditional static advertisements served on the iPad and other devices, the Project Runway unit will support full video, sound and the ability to view video full screen. This test will also serve the first advertiser supported rich media unit on the Android and iPhone platforms.
"Lifetime is always looking at unique ways to target viewers while providing an enhanced user experience," said Alex Ignon, Vice President, Media and Consumer Promotions for Lifetime Networks. "This opportunity Interpolls has provided will give users of the new iPad, the iPhone and Android platforms the ability to interact with our Project Runway season finale through rich media, rather than traditional static ads. Knowing Project Runway's viewers are early adapters of new technology and will embrace these interactive advertising units, we are very excited about this test."
Interpolls has worked with Lifetime on the last two seasons of Project Runway, delivering rich media units that give users an interactive experience allowing them to meet the program's contestants, vote for their favorite designers and share their vote with friends on Facebook and post YouTube video clips to their Facebook page.
About Interpolls

Founded in 1999, Interpolls is a pioneer and leader in rich media and next generation advertising technologies. The Interpolls rich media ad platform provides the flexibility to integrate various technologies (Flash, HTML5, DHTML, Java, XML, Silverlight) to enable advertisers with the ability to create and execute the most advanced rich media ad formats available. Interpolls has the patent for dynamic feeds within online advertising display banner ads. Interpolls works closely with the Fortune 500 marketers, agencies and top publishers to develop and execute innovative rich media ad formats which are designed based on the campaign goals and objectives. The Interpolls team consists of industry veterans with deep experience in online advertising. Interpolls is a privately-held corporation headquartered in Los Angeles, California.
About Lifetime Networks

Lifetime Networks is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television®, Lifetime Movie Network®, Lifetime Real Women® and Lifetime DigitalTM (which includes myLifetime.com, LMN.tv, Lifetime Games, Roiworld.com, DressUpChallenge.com, MothersClick.com and LifetimeMoms.com) are part of Lifetime Entertainment Services, LLC, a subsidiary of A&E Television Networks, LLC. A&E Television Networks is a joint venture of the Disney-ABC Television Group, Hearst Corporation and NBC Universal.