To build buzz for “Vikings’” second season, History developed an integrated campaign that paid special attention to younger males since they were critical to the success of Season 1. Thus it partnered with brands such as ESPN, UFC and Playboy. Vikings branding was in the ring for the UFC’s highly anticipated Kevin Gastelum-Brian Melancon fight. History created a faux “Miss March, 796 A.D.” centerfold for Playboy featuring Lagertha. The net also was the premiere sponsor of the Playboy Super Bowl Party, which featured a Vikings-branded ice bar and 9 custom ice sculptures. Custom integration with ESPN continued from Season 1, including web takeovers of ESPN digital properties and TV spots on ESPN and ESPN 2. Other elements included life-sized representations of “Vikings” on both the interiors and exteriors of NY Subway cars. Posters and transit shelters featured scannable images that let people enter the frame to stand next to their favorite Viking. History created a Vikings Fantasy League. Vikings finished out the year as a top 10 cable drama and the #1 program on History, with 1.6 million adult 25-54 impressions.