Bravo has already announced that Project Runway
season four, which is currently filming, will premiere not as part of the network’s summer lineup but in late 2007. However, fans catch Tim Gunn
in webisodes of “Sprays in the City.”
“Sprays in the City,” which is inspired by Candace Bushnell’s Sex and the City
, is an animated show streamed on the Internet. The said webisodes are part of Unilever’s strategy to take advantage of consumers’ obsession with celebrity gossip. With the use of animated series based on two of its brands, I Can’t Believe It’s Not Butter!
salad dressing, both of which have a spray product, the company seeks to reach its consumers in an eccentric approach.
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"In an increasingly fragmented media landscape, we must find new and unique ways to reach our consumer," says Mike Bauer, vice president/general manager of Unilever, in a statement. "It's important to be innovative in the digital age. These two brands are joining forces to not only engage consumers, but entertain them and keep them tuned in."
In "Sprays in the City," the Project Runway
guru provides the voice of the character Tim Well-Done, along with Mark McGrath and Fabio. But the main focus of the webisodes is the two spays, Spraychel, the captivating I Can't Believe It's Not Butter!
product, and Spritzy, the feisty Wish-Bone Salad Spritzers Dressing
, who pursue love in the city engulfed with drama and gossip.
Following each webisode, viewers can vote on the outcome of a cliffhanger and can tune back the following week to see which ending won the vote. Participants have the chance to win one of five $100 gift cards daily and a chance to win the $10,000 grand prize shopping spree, as well as a trip for two to New York.
As of the moment, 3 out of 5 webisodes have already been broadcast online.
-Kris De Leon, BuddyTV Staff Columnist
(Photo Courtesy of Promomagazine.com)