USA revealed the season-three trailer for Mr. Robot in a social media marketing campaign in which users discovered hidden clues to unlock the promo.

The campaign kicked off at 10 a.m. ET when USA posted across Twitter, Instagram and Facebook a first-look photo of Irving (Bobby Cannaval)—introducing fans to the laconic, non-nonsense salesman.

Savvy followers noticed an embedded code in the photos, which led to hidden clues of how to decrypt what was about to happen on Twitter.

Between 1 p.m. and 2 p.m., USA used the Mr. Robot Twitter handle @whoismrrobot to reveal clues that drove fans to a private URL where they could watch the season-three teaser trailer, and learn that the show would return October 11.

Season three of the hacker drama picks up immediately following the season-two cliffhanger, and explores each character’s motivations and the disintegration between Elliot and Mr. Robot.

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