Social Activations + Partnerships
“Sissy That Bot” Facebook Messenger Bot
Screen-recorded experience of the RuPaul’s Drag Race “Sissy That Bot” Facebook Messenger Bot. Filled the chatbot with all information RuPaul’s Drag Race + Media including custom Easter Eggs recorded at events and shoots. Users could subscribe to receive updates allowing the brand to push out extra content including sneak peeks, recaps, and more.
Facilitated all copywriting, media formatting, and organizing of information for the bot.
Since its launch, the BOT has sent over 1.3M messages and had almost 90K unique users. During Season 10, the BOT saw over 22 messages per user which was higher than seen across similar BOTs (next highest is 15). We also saw about 20% of the users click through to watch content on VH1.com, helping to drive video views on our owned & operated.
Sashay Which Way? - Facebook Messenger Bot Extension
Explainer video used on social for “Sashay Which Way?” the choose-your-own-adventure extension of the RuPaul’s Drag Race Facebook Messenger Chatbot. Fans could play their way through an episode of RuPaul’s Drag Race answering questions, creating drag names, and navigating the shade of the Werkroom. Working with the BOT platform, I scripted and mapped out the entire experience including the different routes answers would take you to.
RuPaul’s Drag Race’s Race For The Crown Digital Board Game - Bubly
RuPaul’s Drag Race Season 14’s promo theme was centered around a giant fantasy board game, hinting at the golden ticket twist of the competition. Consumer marketing teams developed a premium swag box for fans that included a custom, limited-edition RuPaul’s Drag Race board game. To kick the campaign up a notch, Social partnered with agency Seven2 to create a digital version of the board game fans could play to enter to win a chance for a physical board game. We then tied this execution into a season-long partnership with sponsor Bubly, who helped film custom linear and digital promo for the game.