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'Ru Paul's Drag Race' success with social TV

In February we wrote about Logo’s hit show, “Ru Paul’s Drag Race” and its impressive use of Tumblr as part of an extensive social TV strategy. As the season comes to an end, the network has some impressive numbers and successes to report.

Last week’s finale trended nationally on Twitter, and the show’s Twitter, Facebook, Tumblr and GetGlue reach grew significantly across the season. Last night the winner of season four was announced, and the network has already green lit a season five that will include the launch of online casting. We spoke with Dan Sacher Vice President for VH1 and Logo Digital about the show’s social TV success.

First, here’s a summary of their growth:

Season 4 pre-premiere: 481,546
Current: 651,387
Growth: 35%

Season 4 pre-premiere: 52,888
Current: 92,292
Growth: 75%

Tumblr (LogoTV general account)
Season 4 pre-premiere: 2,901
Current: 4,908
Growth: 69%

Approximately 120K messages over 13 weeks

Instagram (LogoTV general account)
Season 4 pre-premiere: 1,395
Current: 4,786
Growth: 243%

Lost Remote: Why was Drag Race so successful with social TV this season?

Dan Sacher: We’re fortunate that the show keeps growing and developing a stronger fan following each season. We’ve been actively listening to the fans and have leveraged social platforms to provide them with the ultimate additive experience to the show, including direct access with the contestants, as well as celebrating their enthusiasm by rewarding them with exclusive content and ring tones

LR: Which was the most successful part?

DS: Having the show, contestants, judges and even some of the catch phrases become national trending topics each week really signaled to us that the show was growing and broadening its appeal. In addition, we’re seeing payoff in the investment we made in the show’s various social communities that were designed to keep fans hooked during and between episodes.

LR: What are plans for next season?

DS: First off, we have no plans to slow down now that the season has wrapped. We’ve already launched an interactive social tool that asked fans to vote on which contestant they’d like to see return to the show’s first all-star edition. The winner of the vote will automatically get a slot in the show.

We’re now designing experiences that will keep fans active, and even hopefully grow the fan base, between seasons. More importantly, we’re going to continue to listen to the fans and create more content and access points to make next season’s all star’s edition the best yet.

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