With each season of Drag Race, there is a whole new group of queens competing for the crown. We eventize the cast announcement, making a splash to start the season. Viewers love to speculate and fancast,, but wait eagerly for our official announcement knowing they will be FED with content. The Queen Ruveal is our opportunity to take social media by storm, mainly with platform-intentional short form content. This content lives across platforms and shows the personality of each new competitor.
We centralize each cast announcement around a YouTube Livestream, that helps us to time out publishing across the short form platforms. As each queen appears in an interview on the live stream, we publish glam videos to Twitter and Instagram showing the new cast in themed RuVeal looks. These assets shared are all created with platform-intentionality at the forefront. We want fans to feel immersed in the RuVeal, engaging with each piece of content as it is rolled out.
In just 24 hours, social media posts from the Season 15 RuVeal day received 13.6M video views and 2M engagements (+5% over S14). It also trended on Twitter, and received support from talent across the board – including Ariana Grande!