New Year, New Ru: Rupaul’s Drag Race (S13)

What do you do when the biggest show on reality TV is set to premiere during the height of a global pandemic? You don’t sashay away. You, Shantay you stay! With only three weeks until the debut of Rupaul’s Drag Race (Season 13), VH1 needed a fresh way to ring in the new year — that’s where ‘New Year, New Ru’ stole the show.

A multi-part experiential campaign, ‘New Year, New Ru’ consisted of social targeting, a custom microsite, influencer mailers and a virtual fan experience.

The campaign kicked off with a social media sweepstakes for die-hard fans to register for a chance to win a custom-designed Season 13 calendar.

To engage popular influencers and VIPs, custom branded mailers were sent out worldwide. In each pastel-hued box, recipients could press a button to hear music from the show; inside was a 2021 calendar, a plush blanket, a trio of candles, champagne flutes and other fun items perfect for a night in and tied into the show. Over 350 influencers shared their unboxings across Instagram, TikTok and Twitter in anticipation of the new season.

Both the social campaign and mailers led up to a digital meet-and-greet and brunch which was held on a custom-designed virtual platform.

To cap things off, a virtual brunch experience allowed 250 mega-fans to view exclusive Drag Race content, interact and meet the Queens directly, as well as participate in show trivia where winners could get their own VIP mailers. They also enjoyed entertainment in the form of DJ and comedy sets by former cast members.

Variety: ‘RuPaul’s Drag Race’ Season 13 Kicks off With Virtual Brunch

creative director & talent relations / Courtney Richardson

designer / Leandro Assis

ux & ui / Kameron Zach

client / VH1