Paramount Network began a viral marketing campaign to promote its launch in December 2017. The campaign included a Times Square advertisement asking viewers to phone and email Paramount Network's chief marketing officer Niels Schuurmans to protest Spike's "firing", as well as a string of self-deprecating posts by the network's Twitter account about its history and programming (including that "My favorite number is 329 because it's the number of times "Cops" is on every night", "We had a show called "The Joe Schmo Show". Apparently every decent show name was taken", and that "There's a reason all our early shows were "", UFC, TNA, "MXC", UTI. No one around here knew how to read"). A network executive stated that the campaign was meant to represent a "public meltdown" by a fired employee. Spike additionally held a Facebook live streaming event on January 17, 2018 where users could vote on various ways a crew would deface a large model of the former Spike logo, culminating in its demolition.