Mr Robot is an American drama–thriller television series created by Sam Esmail. NBC wanted to leverage the world of Hackers presented by the show and bring it into the real world.
To do this, Dude, Milan built a series of PR stunts, creating simulated "hackings" by developing bespoke media placement through OOH, Social networks and prime time TV. A crescendo of ambitious teaser activations that shared a common principle: hack the media itself and build a compelling and news-worthy storytelling about an incoming "leak" of secrets regarding powerful people.
The VIP hacking engaged through earned media and spontaneous conversation more than 6 million people online. Their boldest hack, delivered simultaneously in prime time on 9 free TV channels, was witnessed by more than 9 millions people.