Fans have long speculated about an all-winners season of RuPaul’s Drag Race, and we were finally able to confirm the Ru-mors are TRUE! In April '22, RuPaul’s Drag Race and Paramount+ took to the internet and unveiled the eight former winners competing for the title of ‘Queen Of All Queens.’
RuPaul's Drag Race social capitalized on the fandom’s anticipation by releasing three social-first teases prior to the full announcement, all directing to the official RuVeal YouTube livestream. The RuVeal Livestream showcased each of the legendary winners, and delivered a first look at the season’s promo shoot. While the livestream aired, we dropped platform-intentional cutdowns of each Queen across social. These cutdowns showed each former winner at the top of their game, and gave fans a space to celebrate their return in the comments.
Following the RuVeal Livestream, fans were directed to the Drag Race Twitter, where superfans and influencers Brittany Broski and Sarah Schauer were kiki’ing with the newly-RuVealed queens on Twitter Spaces. A first for the franchise, we used Twitter Spaces to extend the excitement of the day by hearing from the queens themselves & the reaction to their RuVeal. As each queen entered the Space, we dropped their official key art photo for the season and pinned it to the top for fans to engage with in real-time.
In less than 24 hours, RuVeal posts earned a total of 9.8M views, 1.3M engagements, and 7.3M impressions – shattering all of our previous records. The RuVeal Livestream received 1 million views, and reached #3 on the YouTube Trending. On Twitter, #AllStars7 trended at #2 worldwide, with 58.6K concurrent people tuning into the Spaces. This cast announcement was truly for the fans, and captivated them on every social platform. The assets presented our legendary contestants in a way that felt editorial, elevated, and fashion-forward, and set the tone for an incredible season of RuPaul’s Drag Race All Stars!
