With innumerable movies, TV shows and musical acts debuting in Austin during SXSW, it’s tough to break out. To do so, USA Network’s summer drama Mr. Robot learned that it’s best to hack the system.

Last week, the forthcoming hacker drama starring Christian Slater launched an “on-the-ground” four-day activation during the festival.

Mr. Robot “hacked” SXSW’s app SXSW GO, sending mysterious messages to users directing attendees to find hackers for a reward. If you tracked down one of 30 brand ambassadors dressed as hackers prowling downtown Austin, you received $10 vouchers for SouthBites food trucks, the Intercontinental Terrance Bar and the Hideout Café. If someone mustered up the courage to take a selfie with one of the hackers, users earned double the rewards.

The stunt paid immediate dividends for USA, as it generated 2.7 million impressions on Facebook, Twitter and Instagram through photos and video shares featuring the hashtag #MrRobot. The show’s website (WhoIsMrRobot.com) also received more than a quarter of a million page views over the past 19 days.

Mr. Robot’s hot streak extended to the awards ceremony, winning the audience award in the Episodics category at SXSW.

Mr. Robot starts production April 13 in New York and will premiere this June. The USA show stars Christian Slater, Rami Malek, Portia Doubleday and Carly Chaikin.

[Image courtesy of USA Network]

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