I've been a fan of RuPaul's Drag Race for a long time. So when Cash App came on as a sponsor, I wasn't interested in a logo slap. I wanted Cash App to really show up for and in the series in a more authentic way.

Over three seasons I worked closely with the Drag Race team to develop sponsorship language and activations that felt native to both brands — writing in a voice that could live comfortably in the Drag Race universe without losing what made Cash App, Cash App.

Show Intro 
In our first season sponsoring the show, we got the standard ‘presented by Cash App’ language in the opening. In our second season I pushed to make the language more engaging and authentic to Ru’s voice. I’m really proud of what we came up with. 

Prize Money 
I also wanted Cash App to put our money where our mouth was on our support for the show and the community by upping the prize money to $200,000. 

Tagline In-Show Integration 
Our tagline at the time was ‘That’s Money’ and to make it more in the show’s voice we added a simple ‘honey’ to the line. 

The Finale Moment