Hasta La Creative!

USA Network is looking to redefine what it means to launch a new TV series, and the marketing campaign for its hacker drama “Mr. Robot” may very well be as audacious and ambitious as the show itself.

“It’s no longer about the pilot and the premiere,” said Alexandra Shapiro, USA’s exec VP-marketing, who kicked off the “Mr. Robot” effort four months before its premiere date of June 24. “We’re treating this like an ongoing political campaign.”

A dark meditation on the absurd alienation fostered by our hyper-connected society, “Mr. Robot” is a dramatic departure from USA’s escapist “blue skies” programming formula. (“Fairly Legal” this ain’t.) As such, the show demanded a radically reconfigured marketing push.

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