Best Tv Email Message Campaign, Best Of Show Email Message Campaign

MR. ROBOT is a unique and timely thriller set in our paranoid internet age. The show focuses on Elliot, a cyber-security engineer by day and vigilante hacker by night whose world begins to unravel when he is recruited by Mr. Robot, the mysterious leader of an underground hacker group bent on sparking a revolution. With the overall objective of generating awareness and excitement for the new series, USA launched an email campaign that informed, inspired, and engaged a growing group of superfans by embodying Mr. Robot’s distinct tone and pairing it with compelling visuals.

USA launched whoismrrobot.com as an in-story digital destination for the series nearly four months pre-premiere. The site and emails were designed to feel as though they had been created and sent by Mr. Robot himself, introducing fans to his revolutionary worldview. The cryptic site and emails sparked curiosity among early adopters, collecting over 65,000 email addresses over the course of two months before the show ever aired.

By utilizing provocative imagery paired with Mr. Robot’s pointed commentary, the email campaign effectively inserted Mr. Robot into cultural conversations and established him as an ally of the 99%. To date, 100,000+ fans have signed up for the email list, and the emails have been very well received, with massive open and click-through rates. Establishing an impressively curated and extremely unique communication platform did more than just generate awareness for Mr. Robot, it created a sense of camaraderie and fervor amongst subscribers that drove unprecedented fan engagement.

Contributors:

USA NETWORK

Location: USA