To strengthen and amplify the Mr. Robot fan engagement for season 2, we constructed an ambitious interactive campaign that connected on-air episodes to multi-platform destinations and content experiences. Beginning with the first official Mr. Robot season 2 trailer and continued throughout the entire season, fans discovered that elements seen on-air, such as URLs, IP addresses and QR codes, served as “Easter eggs”—or, cleverly hidden messages and story extensions—that led them to various destinations and experiences in the digital realm, allowing the Mr. Robot narrative to unfold across multiple platforms and touch points. Many of these Easter eggs presented mysterious, unexplained puzzles that required knowledge from the show to unlock. Some enabled fans to uncover new content, while others led fans to exclusive prizes. All of the Easter eggs were in-voice and in-fiction, deepening fans’ connection with Mr. Robot in unexpected but deeply satisfying ways.

The initiative kicked-off with the release of the official Mr. Robot season 2 trailer. While not highlighted or called out in any way, sharp-eyed fans noticed that, for a split-second about halfway though the trailer, a phone number was visible on-screen. Calling the phone number kicked off a journey leading to multi-platform content experiences, mysterious puzzles and exclusives prizes. Throughout the remainder of the season, any time any URL, email address, IP address, or QR code was visible or referenced in an episode of the show, fans found that it lead somewhere in the digital world as well. The deeper fans tried to engage, the more they were rewarded for investigating either through sweepstakes prizes or with exclusive content. Over the course of the season, over 40 “Easter eggs”—cleverly hidden messages and story extensions—were placed in conjunction with on-air episodes, leading fans to various destinations across multiple platforms.

The Mr. Robot season 2 digital experience defied everyone’s expectations; social media exploded, the press lit up and message boards all across the Internet came together to trade secrets, share clues and join the revolution together. The custom websites involved in this multi-platform adventure have earned over 1.3MM page views and even seven months after the Mr. Robot season 2 finale on-air, fans are still engaging and trying to crack the unsolved Easter eggs. The season-long digital Easter egg hunt took the show’s mystery to a whole other level, actively putting fans at the center of the narrative, letting them enter the world of the series, engaging them in a deeply rewarding ways, and driving passion for the show to a new, unprecedented high.