14 drag queens compete to be crowned America's next drag superstar. RuPaul's Drag Race is one of those shows you're either obsessed with, or have never heard of.
To help truTV bring the show to a new audience, we created a social content campaign that reminded fans what they love about the programme, and gave them reasons to tell their friends to watch.
Taking advantage of the January launch, we offered the audience the chance to create #AWholeNewRu for 2016, hijacking people's new years resolutions with a RuPaul twist.
Our tactic was to disrupt existing media, particularly internet trends and new technology, by invading the real world with a sense of 'Ru-ification'. We created listicles, a 'dragercise' exercise video, guided meditation and even a piece of (fake) wearable technology - the RuPaul iSashay Tracker.
To accompany the discussion on social media we also created a vast library of GIF's generated from clips of the show, providing talking points and shareable assets for fans to take away and use in online conversations away from the show. As well as planning the media, we delivered the content throughout the series run, creating a wide ranging and engaging campaign for truTV.