SHOMI

Mr Robot Launch

Mr. Robot is an American drama–thriller series that surrounds a young cyber-security engineer who is a vigilante hacker by night set to redistribute wealth and eliminate the debt of civilians.

To promote this exclusive show for our client, Shomi, we targeted millennials with a hacker-inspired, location-based scavenger hunt (social campaign) that brought the real world into the digital through the use of location-based technology.

how it worked

1. We created fairly straight out of home ads that centered on the show’s storyline.

2. After a couple of weeks, we "defaced" the ads with cryptic hashtags, as if they were hacked by the vigilante collective of the show, fsociety.

3. Those who seached these hashtags found a gateway into an alternate reality game.
Ongoing clues to the hunt were released through the hashtags with prizes (mysterious cash drops) all throughout Toronto and Vancouver.

4. A series of sponsored editorials and Instagram posts further amplified the scavenger hunt (Click to view)

THE RESULTS

5% increase in Mr. Robot awareness across Canada
80% increase in free trial subscriptions
300% increase in landing page views
21,000 total views
Total of 209,681 Mr. Robot video starts during the campaign
Over 190,000 people reached through facebook