Mr. Robot is a dystopian drama series on the USA Network, centered around a vigilante hacker group known as fsociety. In early 2015, the network’s parent company NBCUniversal challenged us to create a unique and engaging series of promotional campaigns for the series.
With little to no information about the show revealed to the public at this point, we used that mystery to our advantage and created a tactically elusive guerilla marketing stunt at SXSW. The experience not only launched the show to the public, but also promoted the pilot screening at SXSW, ultimately garnering rave reviews and driving interest for the series.
But that was just the beginning. Over the next few weeks, we executed a one-of-a-kind, live-streamed campaign for the show’s linear launch of the premiere season. NBCUniversal was so impressed with the results, they approached us again in 2016 to promote the show’s second season. Each season’s campaign spanned across both the digital and physical spectrums, resulting in an immersive viewer experience that defied expectations.