You need fan buzz to recharge a show. VH1 did just that in the digital marketing campaign for “RuPaul’s Drag Race” Season 13. The team started early, beginning in December 2020, by launching trailers, video views, and engagements over Facebook, Twitter, and Youtube that achieved millions of hits. Then VH1 added promos, sneak peaks, and custom digital packages over every major social platform. The network also used Youtube’s Audio Ads for people listening to holiday music. When the show premiered this year, it was the night’s number one social primetime cable program, over 144% of the previous year’s social volume.