Mr. Robot
Challenge
USA wanted to reclaim its position as THE destination for thought-provoking storytelling and complex characters. To achieve that, the network launched Mr. Robot, a one-of-a-kind techno-thriller centered around a cyber-security engineer by day and vigilante hacker by night. The show's themes appealed to millennial audiences, and as such, support for the show needed to mirror their content consumption behavior.
Insight
To lure millennials into the world of MR. ROBOT, USA needed to get inside their heads and understand their demand for customization, control, and immediacy. Millennials have grown up in a time of rapid change that has significantly impacted their priorities and expectations. They have also grown up in a digital age where everything is a scroll, tap, or swipe away. Millennials are the first generation to have computers in their homes and classrooms, to have the convenience and luxury of a smartphone, unsurmountable music download choices, and hundreds of cable channels. As a result, the ease in which they use technology may be the single biggest difference between them and previous generations.
Millennials are also the most ethnically and racially diverse generation. They are less likely to be tethered to religion or politics and are quickly becoming the most educated generation in American history. Unlike their parents’ generation, millennials don’t want to be told what to do. They are also more vocal and less afraid to speak up against something or someone they perceive as unjust.
Their demand for content, their natural inclination to resist authority, and their fight against injustice led us to the strategic territory to SHIFT_CONTROL.
Solution
Our SHIFT_CONTROL platform was designed to inspire millennials to “take back control” using technology and media as their catalyst. To be successful, we knew we needed to generate buzz and gain advocates for the series early on by seeding out the pilot before the premiere.
Our strategy turned the video landscape on its head by being the first to release a pilot commercial-free across multiple digital and on-demand platforms.
Our intriguing disruptive tactics (in the vein of Anonymous) were rolled out in a three-phase approach that broke through the clutter, boosting early awareness:
DISRUPT:
Make people question the status quo with fascinating tactics that disrupt their daily routine.
ACT UP:
Arm the intrigued with platforms for participation that bring them into the timely world of MR. ROBOT.
SHOW UP:
Reward collective participation and drive tune in.
#shift_control
We amplified our strategy with paid media support (both Spanish and English) and custom partnerships across millennial platforms including Twitch, Crave, Vice, IMDB, Wired, Pandora, Latina, Terra, Mitu, Facebook, Instagram, Twitter, and YouTube.
Results
Bolstered by critical acclaim, industry honors and the success of the unprecedented pre-linear launch (over 3 million views across all properties hosting the pilot episode), MR. ROBOT was renewed for a second season, hours before the linear TV premiere. By the end of the ten-day pilot seeding, intent to view increased from 36% to 47% among Hispanics. Additionally, USA increased its composition of Hispanic viewers from 7% to 14% for the premiere of episode 1, and growth continued into week two as Hispanics accounted for 30% of the viewership growth.
Awards & Accolades
Ranked as the #2 Scripted Basic Cable Series
3rd highest rated original scripted drama of the year
3rd most pirated cable show in the US during premiere month
USA’s most watched VOD drama
Highest online engagement rate and number of uniques & visits of any USA original
The fastest growing Facebook fan base for any USA original
To round up its success, MR. ROBOT was the winner of two Golden Globes in 2016; Best Performance by an Actor in a Supporting Role in a Series, Limited Series or Motion Picture Made for Television and Best Television Series – Drama