Mr. Robot Takes to Facebook for Early Debut

NEW YORK: Ahead of its season two premiere, the USA Network series Mr. Robot debuted an exclusive clip on Facebook Live as part of a global marketing campaign in 13 countries around the world.

Between 4 p.m. on July 7 and 10 a.m. on July 8, the show’s fictional fsociety “hacked” the Mr. Robot Facebook page to issue a global message. Following each Facebook Live rant, a two-minute clip from the series’ July 13 season two premiere was unveiled to fans. The clip featured a flashback of stars Rami Malek and Martin Wallström minutes before their respective characters, Elliot and Tyrell Wellick, executed the five/nine hack on Evil Corp.

In addition to the U.S., the special content rolled out across 12 countries, including the U.K., Argentina, Colombia, Mexico, Canada, the Philippines, Indonesia, Thailand, Australia, Hong Kong, Malaysia and India.

“Passionate fans around the globe have embraced the spirit of Mr. Robot. It’s nothing short of a phenomenon,” said Alexandra Shapiro, the executive VP of marketing and digital for the entertainment networks at NBCUniversal Cable Entertainment. “To date, Mr. Robot has been licensed in nearly 200 territories worldwide, and the fan fervor and interest in the franchise inspired us to create a coordinated global campaign around the second season premiere. Along with NBCUniversal International’s broadcast partners and Amazon Video, this rollout is one of the most extensive marketing stunts ever conducted on the Facebook Live platform and offers a way for us to engage with our fast-growing fanbase on a massive global scale.”