If you’ve been anywhere near a TV screen in the last few weeks, then you’ve heard of the USA sensation that is Mr. Robot. The TV show, while still in its infancy with two episodes, has left an imprint on everyone it touches with an intriguing protagonist and an original storyline.
Dope Premise, Stellar Cast
While I don’t want to spoil the show, the main premise follows Elliot, a Cyber-Security Expert by day, and vigilante hacker by night as he balances a life infused with social insecurities, drugs and a love interest. The story is told through beautiful cinematography, a New York backdrop and remarkable performances by Rami Malek and Martin Wallström.
So, not only is the show badass, it has the marketing strategy and team to implement a killer campaign. According to Ad Age, Alexandra Shapiro, USA’s exec VP-marketing, kicked off the “Mr. Robot” effort four months before its premiere date of June 24. She explained: “We’re treating this like an ongoing political campaign.” So, how are they doing it? Here are 4 Ways Mr. Robot is Killing it on Social Media:
1. Started Promoting EARLY
The marketing team premiered the TV show in March at SXSW to patrons, winning the Audience Award for Episodic Programming. Since the show premiered in June, the team leveraged the time to introduce a stellar program to create buzz and warrant activity for their social channels.
2. Targeted the Right Demo
Shapiro’s strategy included holding a screening at the Google Headquarters in New York to 25,000 staffers. They also targeted Social Network employees at Twitter and Facebook while engaging in on-campus outreach to the MAIN viewers with viral power to share and talk about the show.
3. Active Social Media Presence
Mr. Robot’s social media presence is STELLAR. The Social Marketing Team uses Facebook and Twitter with high efficiency. Clear, concise imagery, perfectly timed posts and a response time that’s unparalleled for such a high-profile Facebook Page.
4. Stellar Tone
As in the show, Mr. Robot’s online “voice” is a direct parallel to that of the show. Responses are brief and to the point, while maintaining show continuity and a sense that the responses are personalized for EACH individual.
The Result? A Shit Ton of Viewers
The show has done OUTSTANDING. According to TV By the Numbers, the premier reached an audience of 3.7 M total viewers (2.83 M for the 10PM telecast and 823,000 for the 11PM encore). Overall, the series ranked as a top five premiere for basic cable dramas in 2015.
Also, an additional 2.7 M individuals peeped the pilot across a wide array of digital and VOD platforms. The critically acclaimed series has already been renewed for a second season.
Yes, USA has a huge budget. Yes, the show is AMAZING. However, the strategies above can be applied at a smaller scale with tools including:
• Local Outreach
• Facebook Ads that Target a Key Demographic
• Active Social Media Presence
• Consistent Online Voice
• Mr. Robot is on USA, Wednesday @ 10pm.