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Showcase conducts Mr. Robot campaign

Toronto-based specialty television channel Showcase is conducting a marketing campaign for the upcoming premiere of a new drama series called Mr. Robot. The national campaign focuses on the show's themes of computer hacking and lack of privacy. It includes out-of-home, cinema and television ads aimed primarily at adults between the ages of 25 and 54 audience. Additional elements include online materials and a presence at the Fan Expo Canada convention taking place this week in Toronto. The channel has also placed the first episode of the show online for public viewing.

Another element of the campaign is a series of promotional stunts and simulated programming interruptions purported carried out by the fictional hacker group depicted in the show. On Sept. 2, an instance of these simulated interruptions took place simultaneously on all Show Media television channels. A similar execution is being used in pre-show cinema ads in the Greater Toronto Area. Five digital billboards in Yonge-Dundas square are displaying a similarly-themed execution once per hour. Out-of-home executions include street posters for a fictional corporation from the show that appear to have been vandalized by the hackers.

"By essentially hacking the public space, this campaign brings the series premise to life," said Daniel Eves, vice-president of content, specialty brands and digital at Shaw Media. "Our use of unexpected, curiosity-evoking media choices including wild postings and on-air hactivist interruptions combined with mass reach vehicles, ensures audiences take notice and from there, tune in."

The campaign was developed in-house by Shaw Media, with some elements adapted from creative produced by USA Network. Mr. Robot will debut on Sept. 4.

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