Shomi conducts Mr. Robot campaign
Toronto-based streaming video service Shomi recently conducted a marketing campaign in support of the debut of hacker-themed drama Mr. Robot on its service. The first phase of the campaign, which began in February, consisted of out-of-home and television advertising in Toronto and Vancouver, as well as online materials and social media activities. During the last two weeks of the campaign, the creative was altered to make it appear to have been "hacked" by the fictional hacker group from the show. The hacked ads encouraged consumers to follow social media clues to located hidden cash prizes. Additional elements included content marketing and special events. The campaign concludes today. Shomi developed the campaign in association with Rethink, North Strategic, OMD and Corus Entertainment. This was the first time Shomi has conducted a campaign focusing on a single television series.
"Inspired by Mr. Robot's plot, which blurs the lines between reality and fantasy for its main character, we worked with our partners to do the same in our campaign," said Rita Ferrari, senior director and head of marketing and communications at Shomi. "By intertwining the fictional 'fsociety' into our creative concept and having them take control of the campaign with real life events and transmedia storytelling, we not only promoted the series launch in a unique way that completely aligned with the narrative of the show, but we also rewarded super fans of the series."