Utilizing a complex digital puzzle seeded in the first season 2 trailer, “Mr. Robot’s” digital Easter eggs led sharp-eyed and keen-minded fans on a breadcrumb-laden trail of recorded messages and secret websites, leading to special real-world prizes. The trend continued through all of Mr. Robot season 2, using URLs, IP addresses and QR codes to lead their viewers to over 40 separate sites, destinations and Easter Eggs. It was a massive undertaking that paid off, engaging fans and rewarding them for “leaning in” to the show’s unique story.

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Tuesday–June 6

IAB Tech Lab Forms Addressable Group

A new collective that’ll lead the development of technology frameworks, technical standards and market strategy to make every TV environment addressable was formed by IAB Tech Lab. It’s called the Advanced TV Commit Group, which hopes to increase interoperability and standardization across TV.

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