Looking to broaden reach and build on brand engagement among a younger, millennial audience for seasons 11, 12, and 13 of RuPaul’s Drag Race, I partnered with VH1 and RuPaul’s Drag Race to concept, art direct, and build a variety of mobile rich media experiences for VH1 that invited users to meet the queens of each respective season. Each unit is designed to allow users to guide their own experience in learning about individual cast members, while also ramping up excitement for season themes, premieres and weekly releases and featured dynamic tune-in messaging, depending on when, in relation to each season premiere, users engaged with the units. Seasons 11 and 12 each included a cast gallery that could be panned gyroscopically to see each queen, allowing users to tap on each individual queen to see cast bios, introducing individual videos in the Season 12 iteration. For season 13, we took a more gamified quiz approach, allowing users to find out which queen they were by holding and press a button as images of each of the queens flashed by, showing one queen upon release that would lead-in to that queen’s bio. Final feedback from the VH1/RPDR team was that RuPaul herself loved the units.