Following a successful first season of the cyber-conspiracy thriller Mr. Robot, Amazon Prime turned to Facebook to launch Season 2.
Working closely with Facebook Creative Shop, Amazon conceived a gripping scenario in which “fsociety” – the anarchist computer hacker group at the centre of the show – was able to hack the Facebook News Feeds of first season viewers.
Facebook Live, our video streaming service, was still new in July 2016, and the groundbreaking Mr. Robot 2 campaign was among the first to make use of its features. Facebook developed the idea of putting messages from hackers in people’s News Feeds, providing a seamless link with the narrative of Mr. Robot, and blurring the lines between promoted and organic content.
The nine-week campaign launched in July 2016 with a teaser video on the Mr. Robot Facebook Page that cryptically warned of an upcoming announcement, along with a photo ad that asked people to join the “movement” and to keep an eye on their News Feed.
The Facebook activity led to a 31-point increase in ad recall, and there were more than 4.6 million video views of the campaign in the UK.