MTV and Logo get it. They’ve been taunting “RuPaul’s Drag Race” fans all winter preparation for the premiere of its 7th season on Monday. The marketing team held a Snapchat scavenger hunt in December, leaking the identity of the new season’s queens hint by hint. Die-hard fans flocked to their account, increasing their base by 300,000%. If you aren’t using Snapchat, you should start getting used to it now.
Today, the season 7 premiere is available on the Logo app and fan page. Everything but the elimination, of course, so fans will have to tune in in real-time on Monday night.
Perhaps the best and sneakiest part of the lead up to the new season is that the team withheld the premiere date. Anyone who’s patiently awaited a new season of their favorite show can imagine how infuriating that can be. Fans complained all over social media. And then the MTV/Logo team filmed some of the stars reading the mean tweets, Jimmy Kimmel style.
Pure evil, really. After the premiere, there’ll be a one-time only online show, where last year’s winner Bianca del Rio and “fan favorite” Alaska will re-watch the episode and provide running commentary. There’ll be “Drag Center” after each episode, a 2-minute “Sports Center” parody where they’ll go through highlights. Logo will be GIF-ing moments from the show and passing them around the Internet. And there’ll be sound clips that fans can send each other. From a statement:
Early next week, Logo will launch a Drag Race Soundboard to serve the best slang and shade from 6 seasons of Drag Race fabulousness. Want to tell a friend to ‘Eat it’ via Latrice Royale or ‘Calm down, Beyonce’ like Bianca del Rio? Fans just have to click on a phrase to hear the T from their favorite queens in Drag Race herstory.
It sounds like too much. But like sequins and eyeliner, there are thin lines when it comes to promoting a show. The social team caught on to what fans loved: the slang, the shade. And they’re serving it up to them. It may sound silly, but this is what we talk about when we talk about “social communities.” They’ve created a club, complete with its own language. Does your show have a secret code? You better find it.