VH1’s “RuPaul’s Drag Race” has captured the hearts of fans since it sashayed onto screens in 2009, and in recent years has turned into a cultural phenomenon, taking the world and Twitter by storm. Challenges, transformations, and lip-syncs have dominated the #DragRace conversation on Twitter, with queens, judges, and RuPaul himself joining in to spill the tea with fans.
This year, ahead of season 12, VH1 wanted to harness the power of Twitter and leverage the fan conversation around the show by exclusively “RuVeal”ing the new cast on Twitter. A key moment in every season, the RuVeal gives fans the opportunity to get to know the queens they’ll be rooting for, prior to the season premiere.
“The Cast RuVeal is among the most highly anticipated moments kicking off each ‘Drag Race’ season. Twitter was a perfect fit for this year’s RuVeal given the political theme of season 12 and newsworthiness of the cast announcement,” says Tyler Hissey, vice president, marketing and social media at VH1. “We utilized insights about what’s worked for past RuVeal executions, landing on the eventual Twitter Live runway experience.”
Here’s a rundown on how the “RuPaul’s Drag Race” season 12 RuVeal slayed on Twitter.