Harvard Case - ViacomCBS: RuPaul's Drag Race-from Subculture to Mainstream
"ViacomCBS: RuPaul's Drag Race-from Subculture to Mainstream" Harvard business case study is written by Chris Beless, Penny Dolan, April C. Hughes, Kelly Goldsmith. It deals with the challenges in the field of Marketing. The case study is 14 page(s) long and it was first published on : Mar 23, 2022
At Fern Fort University, we recommend ViacomCBS leverage RuPaul's Drag Race's immense popularity to expand its reach across multiple platforms, solidify its position as a leader in LGBTQ+ entertainment, and generate substantial revenue through a multifaceted strategy. This strategy will involve a combination of brand management, digital marketing, content diversification, and strategic partnerships.
2. Background
This case study examines the remarkable success of RuPaul's Drag Race, a reality competition show that has transformed from a niche subculture phenomenon to a mainstream cultural force. ViacomCBS, the parent company, has capitalized on the show's popularity by expanding its reach through various platforms, including streaming services, merchandise, and live events. However, the case study highlights the challenges and opportunities facing ViacomCBS in maximizing the franchise's potential and navigating the evolving media landscape.
The main protagonists are ViacomCBS, the media conglomerate, and RuPaul Charles, the creator and host of the show, who has become a cultural icon.
3. Analysis of the Case Study
Strategic Framework: We will utilize a SWOT analysis to assess ViacomCBS's current position and identify opportunities for growth.
Strengths:
- Strong Brand Equity: RuPaul's Drag Race has established a strong brand identity, synonymous with inclusivity, creativity, and entertainment.
- Loyal Fanbase: The show has a dedicated and passionate fanbase, actively engaging on social media and supporting merchandise.
- Global Reach: The show's popularity extends beyond the US, with international versions attracting a global audience.
- Digital Platform Integration: ViacomCBS has effectively leveraged digital platforms like Paramount+ to expand the show's reach and generate revenue.
Weaknesses:
- Limited Content Diversification: The franchise primarily relies on the main show, with limited spin-offs and other content.
- Potential for Brand Dilution: Overexposure or poorly executed expansion initiatives could dilute the brand's value and appeal.
- Competition: Other reality shows and streaming services are vying for viewers' attention, posing a competitive threat.
Opportunities:
- Expand into New Markets: Target emerging markets with potential for growth, leveraging the show's global appeal.
- Develop New Content: Create spin-offs, documentaries, and other content featuring the Drag Race universe.
- Strategic Partnerships: Collaborate with brands and organizations to create co-branded products and experiences.
Threats:
- Changing Media Landscape: The rise of streaming services and evolving consumer preferences pose challenges to traditional television broadcasting.
- Economic Uncertainty: Economic downturns could impact advertising revenue and consumer spending on entertainment.
- Social Media Trends: Shifting trends on social media platforms could affect the show's reach and engagement.
4. Recommendations
1. Content Diversification:
- Develop Spin-offs: Create new shows featuring Drag Race alumni, focusing on specific themes like fashion, music, or comedy.
- Documentaries and Behind-the-Scenes Content: Offer exclusive content showcasing the show's production process, the lives of the contestants, and the impact of Drag Race on the LGBTQ+ community.
- Interactive Content: Develop online games, quizzes, and other interactive experiences to engage fans and generate revenue.
2. Strategic Partnerships:
- Brand Collaborations: Partner with brands aligned with the show's values and target audience, creating co-branded products and marketing campaigns.
- Live Events and Experiences: Organize live drag shows, meet-and-greets, and other events to create immersive experiences for fans.
- Non-profit Partnerships: Collaborate with LGBTQ+ organizations to promote social awareness and support initiatives.
3. Digital Marketing and Social Media:
- Targeted Advertising: Utilize social media platforms to target specific demographics and interests, maximizing reach and engagement.
- Influencer Marketing: Collaborate with popular drag queens and LGBTQ+ influencers to promote the show and its various extensions.
- Community Building: Foster a strong online community through interactive content, contests, and fan forums.
4. Global Expansion:
- Localize Content: Adapt the show's format and content to resonate with different cultures and audiences.
- Strategic Partnerships: Collaborate with local television networks and streaming services to expand the show's reach in new markets.
- International Drag Race Competitions: Organize international versions of the show, showcasing global drag talent and fostering a sense of community.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with ViacomCBS's mission to provide entertainment and promote diversity and inclusivity.
- External Customers and Internal Clients: The recommendations cater to the needs of the show's diverse fanbase, while also providing opportunities for internal teams to expand their expertise and creativity.
- Competitors: The recommendations address the competitive landscape by diversifying content, leveraging digital platforms, and expanding into new markets.
- Attractiveness: The recommendations have the potential to generate significant revenue through increased viewership, merchandise sales, and strategic partnerships.
- Assumptions: These recommendations assume that the show's popularity will continue to grow and that ViacomCBS has the resources to execute the proposed initiatives.
6. Conclusion
By implementing these recommendations, ViacomCBS can solidify RuPaul's Drag Race's position as a global cultural phenomenon, maximize its revenue potential, and continue to champion LGBTQ+ representation in entertainment.
7. Discussion
Alternatives:
- Focusing solely on the main show: This approach would limit growth potential and risk losing viewers to competing shows.
- Over-expanding the franchise: This could dilute the brand's value and alienate existing fans.
Risks:
- Negative backlash from fans: Poorly executed expansions or partnerships could alienate the show's fanbase.
- Economic downturn: A decline in consumer spending could impact revenue generation.
- Changing media landscape: The evolving media landscape could make it difficult to maintain the show's popularity.
Key Assumptions:
- The show's popularity will continue to grow.
- ViacomCBS has the resources to execute the proposed initiatives.
- The global market for LGBTQ+ entertainment will continue to expand.
8. Next Steps
Timeline:
- Year 1: Develop and launch a new spin-off show, partner with a major brand for a co-branded product line, and expand into a new international market.
- Year 2: Launch a documentary series, organize a live event, and explore new digital marketing strategies.
- Year 3: Develop a new interactive online experience, expand into additional international markets, and explore potential partnerships with LGBTQ+ organizations.
By implementing these steps, ViacomCBS can capitalize on the immense popularity of RuPaul's Drag Race and establish it as a long-lasting and profitable entertainment franchise.
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Case Description
VH1, MTV, and LOGO were all popular television channels owned by the ViacomCBS television network. One of the most successful shows on LOGO was RuPaul's Drag Race, a reality television show featuring drag queens. ViacomCBS was considering moving RuPaul's Drag Race off LOGO to a different platform within the ViacomCBS portfolio in 2017. Before deciding where RuPaul's Drag Race would air, ViacomCBS needed to determine whether the show could be successful on another platform given its current fan base, how the potential move would affect the show's ratings, and whether the positioning or targeting strategy for the series would need to change if it were moved.
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