To coincide with the premiere of the fourth season of flagship series “Project Runway” on Bravo tonight, the cable network is launching its first mobile fan club. Consumers can opt-in free of charge for the club by texting RUNWAY to 27286 (BRAVO) on their mobile phones.

The fan club is sponsored by L'Oréal Paris and members can receive exclusive content such as videos, behind-the-scenes messages and an interactive map of New York City that includes favorite shopping and restaurant locations.

“’Project Runway’ fans are passionate about the show. They like to dig deep and know all the details,” Lisa Hsia, senior VP of new media at the network said.

The fan club will send text messages to users during each episode of the show with behind-the-scenes details timed to what’s happening on the show. In addition, fans will receive video fashion tips from the designers, or photographs for phones that are not video-enabled. Fans also may submit questions via text message for consideration for the designers to answer.

Bravo also has partnered with www.socialight.com, a location-based social network that lets users comment about, rate and find nearby places. With this application, fan club members can pull up an interactive map of New York and check out comments from designers and judges for their favorite spots in the city. If successful, Bravo will roll out the interactive feature to other cities, Ms. Hsia said.

She added that Bravo is also likely to launch similar mobile phone-based fan clubs for the network’s other shows.

(Editor: Robbins)