NBC Universal: Mr. Robot Twitch Campaign
To promote the premiere of USA Network’s new show Mr. Robot, we created a massive, first of its kind campaign. Our mission was to have our activation be the living manifestation of Mr. Robot and the fsociety hackers — highlighting one of the show’s main pillars, debt deletion. To do this, we built a real-world hacker lair and created a three day live-stream event on Twitch, the largest social gaming platform in the world.
Through carefully choreographed vignettes and an artistically designed set, viewers reaped the benefits of our fsociety’s digital corporate takedown as we deleted over $100,000 of the people’s debt in real time. This campaign yielded many firsts for Twitch including, having a TV partner leverage the platform’s live-stream capabilities for a custom interactive experience, in addition to boasting the largest cash giveaway that has ever occurred on Twitch.
This campaign ultimately won:
- Cannes Lions: Bronze Cyber Lion for Response/Real-Time Activity
-The Shorty Awards (3): Best Contest or Promotion, Best Use of an Emerging Platform, Best Use of Livestreaming Video
-The Webbys: 2016 Nominee for Best Brand Strategy
-Promax DBA: Silver, Interactive Promotion
See the full case study here or see the recap video below.