Inside the Delicate Mechanics of Marketing Mr. Robot’s Second Season

USA finds 'authentic' partners for anti-brand phenom

USA Network used to be best known for "blue skies" procedurals. But the network's signature show is now Mr. Robot, its Golden Globe-winning dark drama about a group of hackers (led by Rami Malek and Christian Slater) intent on bringing down one of the world's biggest conglomerates. "It's been a brand builder for us and really points to where our characters have evolved," said Chris McCumber, president, entertainment networks for NBCUniversal Cable Entertainment. As the show returns for Season 2 on July 13, he said, "We have a high demand from our ad clients, which is why we are in the business of trying to build out this franchise beyond the 12 episodes that are going to be on this summer."