Thanks to USA Network’s all-out blitz of a marketing campaign for Mr. Robot, premiering Wednesday, June 24, that has spanned festivals, conventions and a litany of online ventures, USA is betting the hacker drama has already infiltrated the national consciousness.

Described by Alex Sepiol, USA SVP of programming, as “The Social Network meets Occupy Wall Street,” Mr. Robot represents a darker shift in programming for the formerly sunny summer TV venue. Given its increase in original programming announced at this year’s upfronts, the network is clearly optimistic about how its change in branding will up its chances to connect with millennials.

To do so, USA has gone all-in to promote the Christian Slater-led show, beginning by taking over SXSW in March, “hacking” the festival app and flooding the streets of Austin with “hackers” over the four-day activation. The gambit paid off in more ways than one. Not only were 2.7 million impressions made via Facebook, Twitter and Instagram through photos and video shares featuring the hashtag #MrRobot, the show proved victorious in the Episodics category at SXSW, and the promotion served as the ideal launching pad for its online presence and website: WhoIsMrRobot.com.

WhoIsMrRobot.com isn’t your typical, dry TV companion site (though Mr. Robot has one of those, too). The site’s interactive, with several scenarios in which the visitor can interact with the titular hacker Mr. Robot, imploring future viewers to wake up to society’s problems, question the status quo, get informed, and most importantly, join the movement by entering your e-mail address and becoming a part of Mr. Robot’s network.

USA’s making a bold statement with Mr. Robot, and its advertising reflects that, as its F*** Wall Street and F*** Social Media key art attest. Most shows shy away from political statements; Mr. Robot crafts them into slogans (“Our Democracy Has Been Hacked”).

Unlike “fsociety,” the show’s secretive underground group of hackers, USA has been forthcoming with the show, launching a massive multiplatform premiere on May 27, showcasing Mr. Robot’s pilot on a litany of outlets, including USA Now App, Hulu, YouTube, iTunes, Xfinity On Demand, Amazon Instant Video, Google Play, Vudu, Xbox Video, PlayStation Video, and M-GO, Twitch, IMDb, EW.com, THR.com, Telemundo.com, Terra.com, Latina.com, The Verge.com and throughout the Crave Online network.

The pilot will remain online up to June 24, giving everyone a chance to watch before the network premiere. USA also hopes that placing the pilot on popular U.S. Spanish-language sites will encourage that audience to watch as well.

“We are mirroring Mr. Robot’s themes of anti-conformity and anti-establishment by breaking the rules for how to bring this award-winning series to market,” said Alexandra Shapiro, USA Network’s EVP of marketing and digital. “Our goal is to get as many influential, diverse and passionate general market and Hispanic fan bases to watch the pilot well in advance of its linear premiere so they become evangelists for the series.”

In addition to its ubiquitous online presence, USA has partnered with colleges around the country to host advanced screenings of the pilot, in conjunction with Universal’s CampusU network.

Mr. Robot has been a constant presence on social media, billboards and online, building up to Wednesday’s premiere. But you can’t keep a good hacker down for long, and the network’s June 16 “hacktivation” proved that, when USA Network’s continuing partnership with Twitch expanded to “hack” the Electronic Entertainment Expo (E3) Livestream and delete more than $100K in consumer debt.

“Twitch is a rapidly growing platform that has become a go-to destination for the most dedicated gamers in the industry, many of whom are in the millennial sweet spot of our target audience,” said Shapiro. “This ground-breaking partnership leverages how gamers natively use Twitch and taps into the highly engaged live stream culture in a way that perfectly aligns with the themes in Mr. Robot.”

Beginning June 18 after Twitch’s E3 livestream, Twitch users can visit twitch.tv/whoismrrobot for a 3-hour lifestream of fsociety, where hackers will reveal codes every 30 minutes that users can use to enter to win cash, with up to 50 winners selected every half hour, featuring payouts ranging from $10 to $5,000. The event continues on June 19 and 20, with fsociety deleting more consumer debt over the course of two six-hour livestreams from 6 p.m. to 12 a.m. ET on WhoIsMrRobot.com.

The USA Network and fsociety will launch another debt deletion stunt on Wednesday, June 24, leading into Mr. Robot’s premiere at 10/9c, with a simulcast on NBC Universo with Spanish subtitles.

USA Network is serious about the fsociety’s mission “to set in motion the single biggest incident of wealth redistribution in history.” In so doing, they’re hoping to inspire a redistribution of cable ratings and usher in a new millennial-fueled wave for USA.

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