INTERACTIVE SOCIAL CAMPAIGN
How do you promote a drama–thriller series about a young cybersecurity vigilante | hacker who redistributes wealth to eliminate the debt of civilians? How about a hacker-inspired, interactive and immersive social campaign?
Building on Mr. Robot’s premise, we utilized location-based technology to develop a scavenger hunt within an integrated social campaign, bringing the real world and the digital world together.
The Mechanics
1. First, we created straightforward out-of-home teaser ads for the show, though no branding for our client, Shomi, or the show was mentioned.
2. After a couple of weeks, we "defaced" our ads with cryptic hashtags over our headline, giving the impression that the vigilante collective of the show, fsociety, hacked the ads.
3. Those who searched these hashtags found a gateway into an alternate reality game.
We shared ongoing clues to the hunt through the hashtags, which included prizes and mysterious cash drops, throughout Toronto and Vancouver.
4. A series of sponsored editorials and Instagram posts further amplified the scavenger hunt
