An incredibly creative Mr Robot campaign recently delighted fans of the Shomi program in Toronto and Vancouver. Posting clues to a cryptic Instagram account, the publicity stunt involved a fake hack that takes inspiration from the show's themes of wealth re-distribution and hacker culture. The campaign posted various photos to the account that gave clues as to where the envelopes of cash were hidden using two hashtags to differentiate between Toronto and Vancouver drops.
Taking place over a period of three days, the intriguing stunt is said to have taken inspiration from the world of alternate reality gaming.
The innovative campaign was designed by Toronto-based ad agency Rethink, who has previously dreamed up such imaginative campaigns as the Molson passport-activated fridge. Shomi also held a Mr Robot-themed party at Toronto's Nightowl bar, which was designed by North Strategic as a means of rounding out the campaign.