MR. ROBOT

With USA Network’s critical breakout hit series returning for its fourth and final season, our main messaging objective was to drive home that this was the show’s last season and promise viewers that the show’s many complex storylines were in fact building towards a final showdown which would connect back to the show’s original promise of taking down the top 1%.

The events of the final season unfold over Christmas, which allowed us to kick off our campaign in August with holiday-themed promos that cut through the summer heat.

Music and sound design combined with a first glimpse at the new season left fans in no doubt that that Christmas through the lens of Mr. Robot would be dark and twisted indeed...

With a show as dense and complicated as Mr. Robot, we wanted to pull viewers (including lapsed ones) back in with a promise that the show’s many complex storylines were building towards one final (and easy to understand) showdown.

Similarly, we wanted to bring the story back to the premise that had excited fans when the show first launched.

And naturally we had to highlight OSCAR-WINNER RAMI MALEK along with the the show's many accolades with a prestige sell.

As we got closer to the premiere date, we ramped up our social activation with a christmas-themed countdown calendar, giving fans exclusive sneak peeks and festive goodies.

By the time the Mr. Robot returned for a final season, it had been off the air for almost two years, so an important lane of our marketing campaign was to provide recaps of the show’s complex storyline – and bring lapsed viewers up to speed. Who better to kick that off in an entertaining way than Leon – the show’s resident TV-aficionado/assassin played by Joey Bada$$? Premiering at a Tribeca Film Festival panel with the cast, this piece got fans excited and talking about the new season – long before there was new footage to share with them.

We also took the opportunity to see how well the cast themselves could recap the past series so far!

And finally we had creator and showrunner Sam Esmail give viewers the ultimate crash course in everything they needed to know about the show.*