|Christian Slater stars in Mr. Robot.|
In partnership with SXSW, the network will create custom beacon alerts rewarding consumers with free food and drinks, courtesy of "Mr. Robot." Through Tuesday, March 17, festival-goers will be able to opt in to the official SXSW beacon network to receive push notifications alerting them to visit participating venues; giving attendees a sense that Mr. Robot is watching their activity and helping them "hack" SXSW. Locations include: Stephen F's Bar & Terrace, Hideout Coffeehouse, Vimeo Theater and participating SouthBites food trucks.
Throughout the festival, USA is delplying brand ambassadors dressed as "hackers," wearing all black and Mr. Robot style hoodies. During the activation, they will hand out "White" and "Black" cards to the crowds. The white cards will guide attendees to open the SXSW app to receive push notifications from Mr. Robot. White cards also serve as a platform for social amplification, as selfies taken with a Mr. Robot "operative" and #MrRobot, earn participants a black card. Black cards are $10 vouchers redeemable at participating SouthBites food trucks, the Intercontinental Terrance Bar & the Hideout Cafe.
Mr. Robot, premiering June 2015, follows Elliot (Rami Malek, 24), a young programmer who works as a cyber-security engineer by day and as a vigilante hacker by night. Elliot finds himself at a crossroads when the mysterious leader (Christian Slater, Adderall Diaries) of an underground hacker group recruits him to destroy the firm he is paid to protect. Compelled by his personal beliefs, Elliot struggles to resist the chance to take down the multinational CEOs he believes are running (and ruining) the world. The series also stars Portia Doubleday (Her), Carly Chaikin (Suburgatory) and Martin Wallström (Simple Simon).
From Universal Cable Productions, this contemporary and culturally resonant drama is executive produced by Esmail and Anonymous Content's Steve Golin (True Detective) and Chad Hamilton (Breakup at a Wedding).