DRAG ON WHEELS
Team: Roxanne Mehdizadeh, Andy Griffiths, Marlo Hardy, Naomi Salazar
Background
Drag is an art in which performers referred to as drag queens may showcase their individuality through dancing, lip-syncing, and other performing efforts. Over the past few years, drag has become a more prevalent entertainment form due to increased representation in the media. With this increased relevance, drag has become a symbol of acceptance and inclusivity.
As drag is continuing to gain traction in the public eye, first-time attendees, aka Baby Queens, are crucial in furthering the popularity of drag because their unfamiliarity and fresh perspective allow for a heightened sense of excitement to be evoked and potential for a growing audience ...
Problems
First-time drag show attendees may need special attention from staff and regular attendees to overcome feelings of shyness and feel comfortable in a novel setting.
There is a disparity in accessibility between those who live in metropolitan areas versus small towns.
Online consumption of drag lacks the authenticity of an in-person experience because it fails to incorporate human interaction, emotions, social experiences, and confidence.
Most drag settings are in bars/clubs which have a minimum age requirement, making accessibility challenging for people under 21 years-old.
Solutions
Bridge the gap between first-time drag attendees and drag performers by curating an experience that introduces new audiences, specifically college students, to the glamorous world of drag.
Design an experience that can educate and entertain young audiences that may potentially become fans of drag by bringing a show directly to them.
Develop a flourishing relationship between educational forces and drag
Target Audience Personas
Digital Media Value Map
Value Creation Profile of New Attendees (Pull from audience report and findings)
Value Offering of Drag On Wheels
The Experience
Drag On Wheels is an immersive traveling experience bringing the art of drag to college campuses. We strive to inspire self-expression and unity by celebrating drag and showcasing this captivating art form to those who may not have experienced it before.
With a focus on accessibility and affordability, we bring together both seasoned queens and new potential fans on a common ground, that being a specially designed glam mobile that comes to college campuses. Our interactive elements and educational approach will leave attendees with a deeper understanding and appreciation for drag, and encourage them to continue exploring this charming community.
Onboarding
Preliminary panels to occur prior to performances to educate attendees on the background and impact of drag:
1) History and Roots of Drag
2) Gender Identity and Drag
3) Evolution of Fashion in Drag
Attendees can check in using their mobile devices, and stay updated on event happenings through interactive engagement on social media platforms
Activations
Pop-ups on college campuses will include a range of educational performances, photos, and awards toward creative programs and queer societies, funded through local organizations and businesses.
Series of scheduled performances by different queens
Local food trucks will provide food and participate in a sponsored profit share to raise money for LGBTQ charities and initiatives
Interactive AR mirror for participants to see themselves glam-ified
Promotion
Reach out to college clubs: LGBTQ, diversity inclusion, dance and theatre, media and entertainment, and more.
Ambassador program to help with outreach and have knowledgeable student advocates present for the experience.
Social media posts (stories, festival countdown, performer reveals, and IG story takeovers
● Targeted ads
● AR posters
Offboarding
Attendees will receive a gift bag including the following:
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Tote Bags
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Enamel Pin
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Funko Pop (Randomized
per bag)
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T-Shirt
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Commemorative Ticket w/QR code
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QR: links to local Drag shows, LGBTQ resources, exclusive interviews and behind-the-scenes footage of participating drag queens from the event
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Trailer
