Earlier this month, the marketing team behind Mr Robot surprised fans with an immersive experience to promote the latest series of the popular American drama.
Mr Robot tells the story of a dystopian society that’s ruled by the hidden hand of corporatocracy whilst being entrenched in cyber warfare.
Season 3 premiered to the public on the 11th October, 5 days after the ‘Ecoin launch party‘ where fans were invited to attend the exclusive event in New York City.
The evening was staged as a celebration of E-corp’s new fictional cryptocurrency ‘Ecoin’ – hailed as a ‘new currency for a new era’.
As attendees queued at the venue, they were greeted by so-called Ecoin employees who played the part by signing people up to the Bank of E (first nod for subtly collecting data).
As people made their way inside, they were handed bags by actors which contained ‘fsociety’ masks and a set of instructions to follow.
The instructions read: ‘Put on your mask, take a picture and post it on Instagram with this hashtag’ (second nod for smart use of social media).
As the evening went on, attendees were given an atmospheric keynote speech by E-Corp’s CEO Philip Price (played by Michael Cristofer).
During his speech, he mentions “dark times” and how “civilization only seeks new ways of destroying itself” – not so far from a description of reality for some.
Towards the end of his speech, glitches start occurring on the screen behind him. The fsociety logo appears and the blue lights flicker and turn red. The party got crashed 😮
Unbeknown to the audience, fsociety members storm the stage. As they make their entrance, they’re welcomed by a sea of masks cheering and fist-pumping.
The event reached its climax with a premiere screening of the first episode of season 3 to an elated audience.
When the show was over, event-goers were abruptly asked to leave by moody Ecorp employees who had apparently remained in character throughout the entire event.
To cap the experience off, fsociety had vandalised the external signage, whilst people leaving the event were met with protestors with hand-made banners.
As far as the film industry is concerned, it’s an outstanding example of experiential marketing – and the marketing team deserve credit for pulling it off so well.
If you haven’t already, check out their website – the attention to detail is impressive – and it pays testament to their consistent dedication to enhancing brand experience.
It’s safe to say they’ve got my attention.
Kudos, Mr Robot.