What shows are making TV more interactive these days? Here are 3 social TV campaigns worth watching …
Mr. Robot: #deletemydebt Hacktivation (USA Network, USA)
In another marketing effort to promote the new hacker drama Mr. Robot shortly prior to its premiere on June 24, 2015, USA Network teamed up with the social video platform and gamer community Twitch for a 72-hour “Hacktivation” campaign that erased more than $100,000 in consumer debt. Between June 18 and 20, users could watch a daily livestream of the hacking collective fsociety, which is featured in the series, on Twitch.tv/WhoIsMrRobot or WhoIsMrRobot.com/live for the chance to win instant cash. Developed by digital agency iStrategyLabs, the “Hacktivation” campaign was inspired by the Mr. Robot main protagonist, a hacker, and his mission to free people from the oppression of debt.
Already two days before the start of the “Hacktivation”, USA Network started promoting and teasing the campaign to Twitch users by mysteriously “hacking” the Twitch livestream of the Electronic Entertainment Expo (E3) with messages from the fsociety.
On June 18, the campaign officially kicked off with the first three-hour livestream on Twitch.tv/WhoIsMrRobot. Every 30 minutes, the hackers of the fsociety revealed a code that users could enter on the website WhoIsMrRobot.com along with their personal data. Up to 50 winners every half hour received instant payouts ranging from $10 to $5,000 via PayPal. On June 19 and 20, the campaign then continued on WhoIsMrRobot.com, where the fsociety hosted two six-hour livestreams revealing more codes. The Mr. Robot TV premiere on June 24 was also accompanied by another debt deletion stunt.
To receive a bonus entry and double their chances of instant cash, users could also enter the sweepstakes with a Tweet that had to include the hashtags #sweeps, #deletemydebt and #prizecode as well as the series’ official Twitter handle @whoismrrobot.
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