Highly influential Millennial viewers have taken fandom to a new level. Brands are increasingly creating destinations for them to celebrate their interests offline, and now Mr. Robot fans can do their own hacking of an evil corporation, IRL. Story, the NYC store that changes their theme every few weeks, has become an installation where visitors can “hack” an ATM machine and get real money by deciphering clues in the space. Merchandise curated with the show’s plotlines in mind is also being sold. The USA Network and Syfy Channel opted for an offline activation because “you can create great intimacy through social and digital, but it can't be at the expense of being able to touch and feel an experience.” (Fast Company)
