Challenge
USA Network tasked us with launching its new series, Mr. Robot, on social.
USA Network tasked us with launching its new series, Mr. Robot, on social.
Creative
We broke the cycle of stale messaging and proved that viewership isn't just driven by tune-in messaging.We took on the news stories that echoed the show's most basic sentimentality, the news stories no other networks would talk about. We spoke to the world's fear of loss of privacy, security, and morality to build the world of Mr. Robot by embedding it within our own.
We broke the cycle of stale messaging and proved that viewership isn't just driven by tune-in messaging.We took on the news stories that echoed the show's most basic sentimentality, the news stories no other networks would talk about. We spoke to the world's fear of loss of privacy, security, and morality to build the world of Mr. Robot by embedding it within our own.
Result
Edward Snowden reached out to us on the first day he joined Twitter.
Edward Snowden reached out to us on the first day he joined Twitter.
Content around timely news stories drove 173% more impressions than average campaign content at the time. Our 10,000 personalized responses on Twitter drove more than 8 million impressions, helping to make Mr. Robot's social media communities the the fastest-growing of any new USA Network series.
Associate Creative Director