To promote this documentary-style investigation of the life story leading up to New England Patriots’ tight end Aaron Hernandez’s shocking arrest, Oxygen orchestrated a campaign that met at the crossroads of sports, crime and entertainment, and targeted viewers of all three genres. Courting engagement from influencers and entertainment outlets to resurface the story and build interest in the series, the effort resulted in Oxygen’s highest-rated program across all key demos since its rebrand to true crime in June 2017.