To celebrate and promote the second season of Logo's drag-queen competition reality series RuPaul's Drag Race All Stars, the network partnered with Big Gay Ice Cream to bring a branded, bedazzled pink and white truck to the streets of Manhattan on August 24 (in the Union Square neighborhood) and August 25 (in the NoMad neighborhood). Contestants participating in the new season—which premiered August 25 on the L.G.B.T.-focused network and was simulcast on VH1—served mini-ice cream cups and rainbow ice pops to passersby. Shirtless male models, a nod to the reality series, were also onsite to hand out ice cream.
Awestruck Marketing Group, which facilitated the partnership between Logo and Big Gay Ice Cream, created the concept and produced the activation. Logo and VH1 vice president of consumer marketing Stephanie Werner said, "Seeing as how nothing is more iconic than ice cream trucks in the summer, we thought the pairing with Big Gay Ice Cream was absolutely perfect. It also ended up being a great opportunity for us to partner with a local New York brand, as well as provide a cool sweet treat for fans."
