USA Network

Mr. Robot:
Hacking Reality
at Comic-Con

Experiential

Cultural Impact

PRODUCTION

AWARENESS

ARG

An ARG that turned Comic-Con into Mr. Robot’s world

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To keep fans engaged during the wait for a Mr. Robot’s delayed season, USA Network needed a way to sustain excitement. Our team was brought in to create an experience that would match the show’s complexity and keep its cult following invested.

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Building a world
fans could step
into.

USA Network launched a location-based ARG at Comic-Con, picking up where the show left off. We took over San Diego’s Gaslamp District and transformed it into a neighbourhood straight out of Mr. Robot’s dystopian world. Fans were handed E-Coin-loaded cards they could spend at real local businesses—blurring fiction and reality.

For those seeking more, we layered in deeper storylines. A hidden restaurant became the portal to exclusive Easter eggs and narrative threads, rewarding the most dedicated players with a more intense, personal experience. Each mechanic reinforced the show’s themes of surveillance, rebellion, and underground networks.

Players had to decode, explore, and collaborate to unlock content—mirroring the skills of characters in the show.

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$0.50 per fan, 22 million
impressions.

In just three days, 11,000 players entered the world of Mr. Robot. The campaign generated over 22 million earned media impressions—at a cost of only fifty cents per fan.

The campaign proved that a show’s universe doesn’t have to pause when the screen goes dark. It can expand, reward, and evolve in the real world.

Mr. Robot: Hacking Reality at Comic-Con

Building a world fans could step into.

$0.50 per fan, 22 million impressions.

Mr. Robot:
Hacking Reality
at Comic-Con

Building a world
fans could step
into.

$0.50 per fan, 22 million
impressions.