USA Network has a comprehensive mobile marketing plan to hype up the second season of thriller series Mr. Robot, tapping into one of the show?s main themes ? technology ? with an on-screen QR code and an emoji keyboard. 

Mr. Robot gave fans with a keen eye extra content through a scannable QR code featured within the episode that leads to a mock Web site alluding to the main character?s past. Fans of the show will also be able to share messages with emojis related to the series with a new keyboard application. 

?Like most of our very successful brands, Mr. Robot has an enthusiastic community of fans who are passionate about the content, and like to be a part of the community,? said Christian Brucculeri, CEO of Snaps, the emoji developer. ?Keyboards are an inherently viral application and we see 30 percent of keyboard installs come from users who share the download link with their friends in places like iMessage. 

?From a content standpoint, the emojis were created to give fans a visual language to communicate with one another,? he said. ?Most of the content references episodes and themes in the show, so it's really an experience for the core fans.?

Users were able to scan the code, which brought them to a Web page that is optimized for mobile, but resembles a GeoCities page from the early 2000s. The page divulges little information as its meaning will likely be revealed throughout the series, but as of now, several fans are able to crack the code. 

Emojis in the keyboard feature icons of characters from the series and items that represent key plot points such as a bloody heels, masks, pills, gloves as well as letters in the font of the show and common phrases such as ?goodbye friend,? and ?it?s happening.? 

Huffington Post similarly took a strong stance on appealing to mobile-first consumers by upgrading its app to include virtual reality content and launching a comical emoji keyboard in relation to the presidential election (see more). 

L?Oreal also jumped into the social conversation among beauty fans by giving them an emoji keyboard that seamlessly incorporates the marketer's brands into messages and driving awareness of the new icons with a contest (see more). 

?Like all brands, Mr. Robot wants to create experiences where consumers are spending most of their time,? Mr. Brucculeri said. ?Apple recently announced that iMessage users send as many as 200,000 messages per second. 

?With consumers spending so much of their time and attention in messaging, driving tune-in through messaging is an important initiative for all brands, including Mr. Robot,? he said. ?We have driven over 100 million content shares across our network, and we have shown through brand lift studies that users who are exposed to brand content in messaging are many times more likely to tune into a show. 

?With our notification service, brands can update content and notify users leading up to a tune-in time and this is a great solution for getting the word out at the right time.?