RuPaul's Drag Race Season 13 Premiere

The purpose of this campaign was to build buzz and awareness around the Season 13 launch of RuPaul’s Drag Race that aired on New Year’s Day 2021. Each year there is alot of social momentum around the announcement of the new cast. To leverage that buzz, we created a swipe up CTA using the RPDR / VH1 social channels where fans could sign up for an exclusive and limited edition 2021 Drag Race Calendar, celebrating the new cast, new year, new Ru. The calendar featured custom art, celebratory dates and more and was produced in a limited edition 2,500 unit quantity. We created an influencer mailer which was designed and conceived by our team. We distributed the box to over 350 VIP’s, as well as 25 selected fans via a secondary promotion ran by Viacom. The box integrated a feature where recipients could play music, as well as a suite of custom branded elements included journals, candles, custom calendars, stickers, a blanket, amongst other ancillary items. The unboxing of these premiere mailers reached a total of 56,703,400 viewers on social media. The final component was the Digital Brunch and Fan Meet & Greet. Fans were selected and invited to the exclusive event; only 150 fans were selected from the 13,000. Our team custom designed and produced a digital platform that allowed fans to meet (over video) the new cast. Photos of the queens from the Virtual Brunch were given dedicated posts, amassing over 206,271 likes.