For season 2, instead of traditionally and exclusively promoting spots on air, we focused on blowing up social content on Instagram, FB, Twitter & Snapchat. Ideation was based on Ice-T’s natural talent to bring his bad-boy nature mixed with true crime stories and facts to create more social engagement and conversation.

As a result, we had a dramatic increase in likes, views, and shared posts on all Oxygen social platforms, which ultimately drove to linear tune-in.