Mr. Robot Season 2 Digital Launch USA Network
Mr. Robot is an Emmy award–winning drama that follows fsociety, a group of hackers working to overthrow the top 1% of income earners.
To promote the show’s highly anticipated Season 2 premiere, we worked with NBC Universal to create a robust pre-linear campaign that shattered the expectations of traditional TV marketing.
We turned the show’s hackers against the show itself.
Fans of the show were invited to a Facebook Live Q&A session with the entire cast at Story, a concept store in New York City. Fifteen minutes into the live Q&A, our enraptured audience and digital fan base were shocked when fsociety hacked the live stream to unveil Part 1 of the Season 2 premiere. At the same time, a single tweet appeared from @whoismrrobot, announcing the limited-time availability of the premiere across multiple social platforms: Twitter, Snapchat, YouTube, and usanetwork.com.
Fans chased the episode from platform to platform, earning the stunt more than 30 million earned media impressions and creating huge momentum for the show’s second season.