RuPaul's Drag Race

To satisfy the cravings of RuPaul fans around the world, VH1 got down and sissy with its Messenger bot for RuPaul’s Drag Race.
Project Objective:

Audience engagement

Client:

RuPaul's Drag Race

Project Completion:

November 2018

PROJECT OVERVIEW

Using bots to run a nationwide audition

To satisfy the cravings of RuPaul fans around the world, VH1 and Logo created the appropriately named “Sissy That Bot” with an incredibly in-depth Drag-O-Pedia of everything RuPaul related from the past 10 seasons of the show, exclusive content and recap videos, episode links and fun Messenger games and experiences that tied to what was happening during the season.

A ‘Dragopedia’ for any RuPaul’s Drag Race knowledge you would want.
Brittany Travis
Senior Director of Social Media, VH1 + Logo

The challenge

To celebrate Season 10 of RuPaul’s Drag Race, MTV and VH1’s cyber squirrelfriends wanted to team up with The Bot Platform to drive engagement with their millions of fabRUlous fans.

The bot needed to be a Drag-O-Pedia, filled with fun information about everything Drag Race related from the past 10 seasons of the show, and to drive fan engagement during the season with weekly interactive games and experiences.

The solutions

The appropriately named “Sissy That Bot” includes an incredibly in-depth Drag-O-Pedia of the show’s Drag Race and All Star season history. Typing in or choosing a season brings up a menu with the queens, challenges, judges, all the lip syncs, recap videos and full episode links.

The bot also includes a Queen Ru-lette with fun facts about fan-favorite contestants, a Get-A-GIF-Girl random gif generator, quizzes, contests, polls and Easter eggs for fans to uncover.

The bot was designed to make fans feel like being inside the show, and has lots of Drag Race attitude, with links and responses all written in the show’s and/or drag’s sassy vernacular. During the course of the season the bot was then updated with fun quizzes and experiences that tied to what was happening in the show.

Business impact

After a successful season of driving engagement with fans, “Sissy That Bot” now lives on as a permanent hand to the Queen, automating fun conversations and interactions with RuPaul fans around the world.

Results

0 M+
messages sent to fans
0 %
subscribed to alerts
0 %
read rate on broadcasts
0 %
users clicked thru to watch content on VH1.com
An incredible resource and a lot of fun, and something more shows with passionate fans should create.
Andy Dehnart
Reality Blurred

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