iStrategyLabs reports they have been “working furiously over the past few months to execute a first of its kind campaign to promote USA Network’s new show Mr. Robot. We’ve hacked Twitch and E3 — the biggest video game streaming platform and conference respectively. We’re deleting over $100,000 in consumer debt in real time. What’s not to like?
“Visit whoismrrobot.com/live and have a look at some of the campaign creative the ISL team has been jammin’ on. We will be live from our studio in Washington DC from 6/18 to 6/20 (6PM – 12AM EST).”
According to Business Insider, “USA Network is embarking on one of its most ambitious marketing efforts in support of its upcoming new series, “Mr. Robot.”
“The cable network has partnered with social video and popular gamer community, Twitch, and the Electronic Entertainment Expo (E3) for a campaign that will erase $100,00o in consumer debt over 72 hours.”
“Come Thursday through Saturday we are messaging, fulfilling, engaging, all of it in real time, and so I would say to that end, we’ve never done anything of this magnitude,” USA’s marketing and digital executive vice president, Alexandra Shapiro, told Business Insider. “There’s so many moving parts that are going to be key to the success of this promotion.”
The “hacktivation,” as USA refers to it, was inspired by Christian Slater‘s mysterious hacker character on “Mr. Robot,” who hopes to free Americans from the oppression of debt, continued the Business Insider item.
For more on the campaign, click here.