Logo is turning to the Web and social media
outlets with an extensive marketing and promotional
initiative to drive awareness for the new season of
its top reality series, RuPaul’s Drag Race.
The gay and lesbian-themed network will create several
promotions on such sites as Facebook, Twitter and
GetGlue throughout the fourth season of the series,
which is hosted by entertainer RuPaul and pits contestants
in a competition to find the best drag performer.
The fourth season debuts tonight (Jan. 30.)
“Drag Race is one of those rare shows that both new and
returning fans fall in love with each season. … It’s chock-full
of OMG moments and characters,” said Dan Sacher, vice
president of digital for Logo. “Our digital and social strategy
allows our audience to celebrate all of the drama and hilarity
with their friends to express their ardent fandom.”
Logo is posting the first 10 minutes of every episode on
Facebook each Monday, hours before the network premiere,
Sacher said. Each fan that gets a friend to “like” the Drag Race
Facebook page will be able to
unlock a free download of a
Logo will also create a
“Fantasy Drag Race” game
on Logotv.com in which users
can choose their top three
“queens” and are awarded
points or are deducted points based on the actions of those
contestants in the episode. Users with the most points will
receive a prize pack.
Users can win additional points by entering a secret word
that will appear at the start of each episode’s premiere, an
enticement Logo hopes will promote multi-screen viewing.
Logo will also institute online and mobile phone chats
during and after each episode premiere this season; viewers
can chat with one another, as well as with guest talent
from the show.
On Twitter, contestants from season four as well as those
from prior seasons will tweet live during each episode’s
premiere, as select tweets from fans are displayed on-air.
The series will also offer users of GetGlue 18 different
stickers that, when unlocked, will open an animated GIF of
RuPaul’s runway entrance from the corresponding episode.
Sacher hopesd the increase in social-media activity for
RuPaul’s Drag Race will drive a larger audience to the series,
which averaged a network-high 660,000 viewers last season.
“We’re hoping the campaign will create an ongoing
dialogue about the show, which, in turn, will help drive
ratings,” Sacher said. “A few
of the specific success metrics
we’ll be looking for are
increasing our visitors to
Logotv.com, having the
show trend on Twitter and
growing the show’s Facebook