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  1. #1
    Join Date
    Jul 2006

    Hacked: Mr. Robot Campaign Causes Major "Interruption"


    Showcase Rolls Out Multiplatform Promotional Campaign Leading Into September 4 Premiere of Mr. Robot


    This fall the buzzed about cyber-hacking drama Mr. Robot hits the schedule and Showcase is spreading the message of the series' fsociety hackers that, "society is about to get hacked". Showcase's innovative, multiplatform promotional campaign for Mr. Robot ramps up this week leading into the highly anticipated series premiere on Friday September 4 at 10:00pm ET/PT.

    Designed to spark intrigue and drive mass awareness for Mr. Robot, the national campaign's creative is inspired by the cyber thriller's premise that privacy no longer exists. Wide reaching elements including out of home, cinema and on-air cross-promotion target a broader adults 25-54 audience, while a second layer of promotional executions including cross-platformhactivist interruption stunts and an activation at Fan Expo, are built to attract a younger-skewing audience that are fans of the genre.

    "By essentially hacking the public space, this campaign brings the series premise to life," said Daniel Eves, Vice President, Content, Specialty Brands and Digital, Shaw Media. "Our use of unexpected, curiosity-evoking media choices including wild postings and on-airhactivist interruptions combined with mass reach vehicles, ensures audiences take notice and from there, tune in."

    Built to fuel the initial intrigue for the series, on-air and online promotion began in early August. To date, a series of on-air promos teasing the premiere have been running across all Shaw Media channels culminating with an on-air domination beginning in primetime on September 3 through series launch on September 4. Post-launch will see a myriad of episodic promos roll out throughout the season. Online promos are spread across multiple online touch points to target both the masses as well as a more niche demographic of gamers and cyber thrill-seekers

    As curiosity around the series began to build, Showcase kicked their pre-promotion into high gear, releasing the first episode of the series online as part of a massive digital pre-release strategy for the channel. The digital pre-release is available to Canadians for mass sampling across 13 platforms until September 3 at 11:59pm ET.

    Showcase has brought the show's premise to life through hack-like interruption stunts occurring on-air, in cinema and in Toronto's high-traffic, high-visibility locale, Yonge and Dundas Square. During last night's primetime programming, Showcase scheduled a series of mock 'service-interruption' promos that feature a member of the series' hactivist fscociety hacking into and interrupting a normal promo. The interruption stunt ran across all Shaw Media channels around the same time, generating the impression that TV's had been hacked. The similar execution is used in cinemas across the GTA during their pre-roll announcements. Yonge and Dundas Square's multiple digital boards allow for a unique outdoor digital interruption where onlookers witness the interruption occur across five digital boards at the top of each hour.

    Also turning heads are the out-of-home creative executions. Wild postings up in 60 locations across Toronto include mock posters promoting E-Corp, the fictional company featured in the series, with Mr. Robot posters paired alongside them. Continuing to play on the premise that privacy no longer exists, E-Corp branded posters include copy like, "proud to own your privacy" and "your sharing drives our shares". One week after the E-Corp posters went up they were seen to have been vandalized with the #MrRobotIsHere hashtag spray painted across them. Additional campaign creative can also be seen on bus kings and streetcars across the GTA.On series launch day, the campaign targets fans of the genre at the internationally popular fan convention - Toronto's Fan Expo. Fans are invited to attend a screening, appearance and autograph signing by Mr. Robot star, Christian Slater. Throughout the weekend expo, Showcase will be handing out Mr. Robot black hoodies and show posters from their branded booth. Visit for a full Fan Expo schedule.

    All off-air creative executions for this campaign and the hack-like interruption promos were developed in house at Shaw Media. Additional on-air promo materials derive from USA network.

    Mr. Robot is a techno thriller that follows Elliot (Rami Malek, The Pacific), a young programmer, who works as a cyber-security engineer by day and as a vigilante hacker by night. Elliot finds himself at a crossroad when the mysterious leader of an underground hacker group (Christian Slater, The Adderall Diaries) recruits him to destroy the firm he is paid to protect. Compelled by his personal beliefs, Elliot struggles to resist the chance to take down the multinational CEOs he believes are running (and ruining) the world. This contemporary and culturally resonant drama also stars Portia Doubleday, Carly Chaikin and Martin Wallström.

    Showcase presents the Canadian series premiere of Mr. Robot on Friday, September 4 at 10:00pm ET/PT
    Last edited by TVViewer; 09-03-2015 at 01:48 PM.
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