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TopRuPaul’s Drag Race: An SPI Case Study

SPI worked with our client, Logo Television, World of Wonder Productions and—of course—drag talent to create a first-of-its-kind integrated marketing experience.

This unique partnership engaged consumers at multiple touchpoints and moved beyond simply integrating messaging into the hit television show.

SPI also worked to include digital assets into the various web pages associated with the program, and after the television show ended took the party on the road. SPI handled the logistics behind the tour that engaged accounts across the country and brought an unforgettable consumer experience, not to mention some unforgettable drag performers, to bars and clubs across the US.

RuPaul’s Drag Race was a first-of-its-kind program broadcast on LOGO and re-purposed on VH1
The content was light and fun. More importantly, it was unique
Contestants already had strong social networks in place and became instant brand ambassadors
ABSOLUT hosted viewing parties in 20 different cities for six weeks.
Coordinated by SPI, all of the parties were co-branded and supported with LOGO assets
The winner went on to headline the “ABSOLUT Real Fruit Tour”

»» View SPI Marketing’s RuPaul’s Drag Race Case Study

TopAbsolut First: RuPaul’s Drag Race on LOGO

SPI worked with LOGO to create the compelling and entertaining “Absolut: Another Exceptional Moment” series of commercials featuring the colorful cast of RuPaul’s Drag Race and their unique, personal stories.

In addition to having aired on the LOGO television network, fans can view and share the videos online with their friends.