With every season of Drag Race our social strategy involves giving fans as many new and uniquely tailored elements as possible. To promote the premiere of new series RuPaul’s Drag Race Vegas Revue we leaned into the viral Instagram randomizer/spinner trend with a custom version of our own. The lens cycled through the cast of queens, landing on one at random.
To promote the lens we solicited our roster of Vegas Queens to have fun with it and encourage fans to participate on their own accounts. By using the lens and having the tag association fans were able to easily add it to their accounts, post and share. We also shared these posts to Drag Race Instagram and Facebook Stories to further amplify and spread awareness.
The lens garnered over 2M impressions (+159% v S12) See additional stats below:
1.4M opens
548.2K captures
20.3K saves
40.3K shares
