The year was 2016. Social media was already big, obviously, but CBS decided to do something that felt like a massive gamble at the time. They didn’t just cast regular people or B-list celebrities for The Amazing Race 28. They went all-in on "social media influencers." Back then, the word "influencer" still had those invisible air quotes around it. People weren't sure if Vine stars or YouTubers could actually handle a 21-day sprint around the globe without a ring light or a stable Wi-Fi connection.
It worked. Honestly, it worked better than almost anyone expected.
The Social Media Experiment That Changed Everything
When Phil Keoghan introduced the teams, the core audience—mostly older folks who watched CBS on Friday nights—had no clue who these kids were. You had Tyler Oakley and Korey Kuhl, who were basically YouTube royalty. Then there was Burnie Burns from Rooster Teeth and Zach King, the guy who made those "magic" Vine videos that looped perfectly. It felt like a gimmick. It was a gimmick, let's be real. But the thing about influencers is that they are professional narrators. They know how to talk to a camera.
This season didn't just feel like a race; it felt like a curated experience.
Most people thought these "internet kids" would crumble the second they had to navigate a stick-shift car through Mexico City or handle the humidity in Vietnam. They didn’t. In fact, Season 28 turned out to be one of the most competitive installments in the show's history. These teams weren't just there for the million dollars; they were there to prove to a traditional TV audience that their "fake" jobs required real-world hustle.
Where They Went and What Went Wrong
The route for The Amazing Race 28 was ambitious. It kicked off with a unique twist: the teams didn't meet at a starting line. Phil called them from their homes. "The race has started," he told them. They had to fly from their various cities to Mexico City. It was chaotic. It was fresh.
They hit 18 cities across 10 countries. We’re talking about 34,000 miles.
- Mexico City, Mexico: A frantic start involving a lot of stairs and some very confused influencers.
- Cartagena, Colombia: This is where the heat started to melt the bravado of a few teams.
- Chamonix, France: The scenery was incredible, but the physical toll of the Alps was no joke.
- Yerevan, Armenia: A first for the franchise. The cultural shift here was palpable.
- Tbilisi, Georgia: Another first. The teams had to clean old wine jars, which is way harder than it sounds.
- Dubai, UAE: High-rise challenges that tested everyone's fear of heights.
- Bali, Indonesia: Salt harvesting. This was a brutal task that broke a few spirits.
- Shenzhen, China: The final international leg before heading back to the States.
The Armenia and Georgia legs were the highlights. Most Americans couldn't point to Yerevan on a map in 2016, and seeing Tyler Oakley—someone known for bright hair and pop culture commentary—navigating an ancient monastery was the kind of cross-cultural television that actually makes the world feel smaller. It wasn't just "content." It was genuine travel.
The Winners and the Almost-Winners
Let’s talk about Dana Borriello and Matt Steffanina. They were professional dancers and choreographers with a massive YouTube following. Throughout the season, they were... intense. That’s the polite way to put it. They fought. A lot. Dana’s frustration was a recurring theme, and many fans weren't exactly rooting for them because of the constant bickering.
But they were athletes.
In the final leg in Los Angeles, they stayed calm when it mattered. They beat out Sheri and Cole LaBrant (the mother-son duo who were the ultimate underdogs) and Tyler and Korey. It was a polarizing win. People loved to hate Dana and Matt's dynamic, but you can't deny their efficiency. They navigated the final memory challenge—a notorious "Race" staple—with clinical precision.
Sheri and Cole were the real surprise of The Amazing Race 28. They were almost eliminated multiple times. They were consistently at the back of the pack. Yet, they survived. It was a testament to the "never give up" trope that the show loves to push, but seeing it happen in real-time with a terrified teenager and his persistent mom was actually quite touching.
Why the "Influencer" Label Was a Distraction
If you strip away the social media stats, Season 28 was just a fundamentally solid season of television.
The tasks were tactile. They weren't just "find this person" tasks; they were "build this," "carry that," and "don't pass out in the 100-degree sun" tasks. The competitive drive was higher than in some of the "civilian" seasons because these people already had an audience to answer to. Nobody wanted to be the first one eliminated in front of millions of followers.
Specific stats from the season show how dominant the top teams were. Tyler and Korey won five legs. That's a massive achievement. For context, many winners only ever win the final leg. Dana and Matt only won two legs—the second one and the final one. It just goes to show that in The Amazing Race, consistency is great, but peaking at the right time is everything.
Interesting Facts You Might Have Forgotten:
- The Rooster Teeth Factor: Burnie Burns and Ashley Jenkins were incredibly smart racers. Their "Game Kids" background meant they approached challenges like puzzles. They were eliminated in 4th place, just missing the finale, mostly due to a bad taxi ride in Shenzhen.
- The Vine Stars: This was the peak of Vine. Zach King and his teammate Rachel were favorites, but a U-Turn in Indonesia ultimately cost them the game. It was a brutal reminder that social media fame doesn't buy you safety from game mechanics.
- The Diversity: This season was surprisingly diverse in terms of backgrounds and personality types, even if the "job" category was narrow.
The Lasting Legacy of Season 28
Looking back, The Amazing Race 28 was a turning point. It proved that the show could survive a massive casting shift. It also pre-dated the current era where every reality show is filled with people looking to boost their Instagram followers. In 2016, it felt like an experiment. Today, it feels like a blueprint.
The show hasn't really done a full "theme" season quite like this since, preferring to mix "strangers" or "all-stars." But the success of the influencer season paved the way for more experimental casting. It also brought a younger demographic to CBS, which the network desperately needed.
Actionable Takeaways for Fans and Travelers
If you’re revisiting this season or thinking about how it applies to your own life, here’s the deal.
Watch it for the geography. If you're planning a trip to Eastern Europe or the Caucasus, the legs in Armenia and Georgia are actually great visual guides. They show the logistics of moving through those regions better than most travel vlogs.
Study the stress management. If you ever find yourself traveling with a partner, watch Dana and Matt. Then watch Sheri and Cole. One team used friction as fuel; the other used encouragement. Both made it to the finale. It’s a fascinating study in human psychology under pressure.
Don't ignore the "smaller" countries. The best parts of The Amazing Race 28 weren't in the big hubs like Dubai or L.A. They were in the quiet moments in the French Alps or the busy markets of Colombia.
To get the most out of your "Race" fandom, you should check out the "Elimination Station" videos if you can still find them online—they give a lot of behind-the-scenes context on what the teams did after they were kicked off. Also, if you’re a fan of the technical side, look up the "Roadblock" vs. "Detour" stats for this season; it was one of the most balanced in terms of difficulty.
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The race is always more than just a vacation. It's a pressure cooker. Season 28 just happened to have the best cameras and the most followers.
Next Steps for You: - If you want to see how these influencers have changed, look up Tyler Oakley’s current work—he’s moved far beyond the "YouTube" box.
- Check out the current filming schedule for the next season; the show is still going strong, often returning to some of the locations featured in 2016.
- Compare this season to Season 31, which featured a "Reality Show Showdown" to see how the influencers stacked up against Big Brother and Survivor vets.