Jan 30, 2020
VH1 leveraged the power of Twitter to build suspense for the season 12 cast reveal, leading to a social campaign peak for the brand.
VH1 celebrated the social premiere of RuPaul’s Drag Race season 12 contestants with a record-breaking campaign.
The brand tapped into fan anticipation for the premiere with an exclusive reveal— or “RuVeal”—of the latest contestants competing for the crown in a 12-minute video that was live-streamed on Twitter last week. The post earned more than 2.1M views in 24 hours, topping the engagement of previous season premiere campaigns. It’s now the highest performing cast announcement.
“We've had Twitter as part of the reveal before, but never as an exclusive partner,” says Brittany Travis, senior director of social media for brand/shows at VH1. “The cast reveal is obviously huge news for the Drag Race audience, and the platform allowed us to create a fast, newsy, real-time experience.”
"Information is currency to Drag Race fans, so to keep them engaged we have to make sure we deliver a sense of urgency."
Senior Director of Social Media for Brand/Shows at VH1
“Drag Race fans are a community of people that are obsessed with drag and drag culture,” says Nalissa Cuthbert, senior manager for social at VH1.
“They're following the queens' careers before and after their time on Drag Race, they're attending local drag shows, they're buying merch and immersing themselves in what’s happening in the zeitgeist. They're captive, dedicated and unafraid. They keep us on our toes.”
The season 12 campaign began with an Instant Unlock Card that encouraged fans to tweet to gain access to an exclusive sneak peek of what was to come and included the reveal of one of the 13 new contestants 15 minutes before the full cast "RuVeal” video was posted.