01Previews
Build the next episode.
Previews built anticipation for the next episode, for fans who already knew the queens.
Anticipation
← All work11 · Television · 2023 to 2024
RuPaul’s
Drag Race:
All-Stars
Fans arrived with receipts. Scorecards, previews and Fame Games participation that gave them a clean way to follow the new season.
25M
Fame Games fan votes
Client
MTV / World of Wonder / Paramount Skydance
Role
Interactive social strategy
Discipline
Scorecards, previews and fan voting
Years
2023 - 2024
Sc. 11A · The briefFans arrived with receipts
The idea
All-Stars fans arrive with history
They remembered the runways, rivalries, and queens they wanted to see again. I wrote previews, scorecards, and Fame Games material that helped fans follow the new season and take part.
Each format did a different job. Previews built anticipation for the next episode. Scorecards let people keep track of the competition and pass it along. The Fame Games asked for more than attention: a vote, before the deadline.
// The Fame Games
A fan whose favorite went home early now had a vote
The Fame Games changed who the posts were for. That fan used to have a reason to stop watching. The copy’s first job was to tell those viewers the contest still needed them, and the second was to make voting take seconds.
Sc. 11B · The workFan voting · Scorecards · Episode previews
Every format,
its own job.
Previews built anticipation. Scorecards kept track. The Fame Games asked for a vote, before the deadline.
Three formats
Preview · Scorecard · Vote
02Scorecards
Keep score.
Scorecards let people keep track of the competition and pass it along.
Readable, shareable
03Fame Games
Cast a vote.
The Fame Games asked for more than attention: a vote, before the deadline.
State the action
01Fame Games
Keeping participation understandable
The Fame Games gave viewers a way to support a queen after elimination. I connected that part of the season with clear instructions on who could vote, how to do it, and when the window closed.
The posts needed to sound familiar to fans while making the voting process easy to follow.
What it delivered
25M
fan votes in the Fame Games, which kept eliminated queens in the conversation
02Vote window
Deadline first
Vote posts led with the deadline and who could vote, then the queens.
That put the information someone needed to participate before the rest of the post.
03Weekly run
A season you
could save
Scorecards made the season readable in a shareable form. Each one let people keep track of the competition and pass it along.
What it delivered
4.8M
scorecard saves across the season
04Both seasons
Fans who kept coming back
Across both seasons, the followers who engaged three or more times a week grew in number, alongside the weekly scorecards, previews and vote posts.
What it delivered
+20%
followers engaging three or more times a week, across both seasons
Cast reveal to vote window
Season patternCast reveal
Honor the history
Introduce the current competition.
Weekly run
Keep score
Make the season readable in shareable form.
Vote window
State the action
Put deadline and eligibility up front.
Sc. 11C · By the numbersAcross the season
What the fans did next
25M
Fame Games fan votes
Total fan votes across the season.
Scorecard saves
4.8M
Scorecard saves across the season
Audience retention
+20%
Growth in followers engaging three or more times a week
Formats
3
Previews, scorecards and Fame Games voting
Production credits
EngagementInteractive social strategy
DisciplinesFan voting · Scorecards · Episode previews
CollaboratorsFranchise social and production teams
Years2023 to 2024
Next · Sc. 12 · Sport · 2020 to 2021
Columbus Crew
Columbus Crew (MLS)