An incredibly creative Mr Robot campaign recently delighted fans of the Shomi program in Toronto and Vancouver. Posting clues to a cryptic Instagram account, the publicity stunt involved a fake hack that takes inspiration from the show's themes of wealth re-distribution and hacker culture. The campaign posted various photos to the account that gave clues as to where the envelopes of cash were hidden using two hashtags to differentiate between Toronto and Vancouver drops.
Taking place over a period of three days, the intriguing stunt is said to have taken inspiration from the world of alternate reality gaming.
The innovative campaign was designed by Toronto-based ad agency Rethink, who has previously dreamed up such imaginative campaigns as the Molson passport-activated fridge. Shomi also held a Mr Robot-themed party at Toronto's Nightowl bar, which was designed by North Strategic as a means of rounding out the campaign.
Narrative Experiential Tv Campaigns
This Mr Robot Campaign Sent Fans Hunting for Hidden Cash Drops
Trend Themes
1. Experiential TV Campaigns - Using alternate reality gaming to engage viewers in interactive campaigns through social media.
2. Wealth Redistribution Campaigns - Integrating themes of wealth redistribution and social activism to create immersive brand experiences.
3. Cryptic Marketing Strategies - Using creative clues and hashtags to build intrigue and excitement around the brand message.
Industry Implications
1. Advertising - Ad agencies can disrupt traditional ad formats by creating interactive and immersive campaigns that engage viewers beyond the screen.
2. Entertainment - TV networks and streaming platforms can use interactive campaigns to enhance viewer engagement and promote new shows or seasons.
3. Social Media - Using social media as a platform for interactive campaigns can build followers, increase engagement, and create buzz around the brand.