The campaign included striking key art used in outdoor, bus wraps, social placements and digital promos with just the right amount of sass to make Season 7 the most-watched season Rupaul's Drag Race had ever seen.
We made the most of Drag Race's fanatical audience by partnering with Snapchat, their first commercial partnership ever. We teased individual letters of a code in 7 snaps leading up to the cast reveal. The community worked themselves into a frenzy trying to crack the code, and in doing so unlocked the first queen reveal. The sneaky game increased Logo’s presence on Snapchat +200%