“Netflix tasked us with launching the new season of House of Cards. The challenge? To launch a fictional political thriller in a year when real politics hogged the spotlight. We modeled all the elements of the FU 2016 campaign after real political campaigns. During the highest rated debate in American history, nearly 30 million people saw what they thought was a classic political campaign ad until it was revealed at the very last second who the ad truly was for: Frank Underwood. The ad led voters to Underwood’s digital campaign headquarters: FU2016.com. On the site, voters could view Frank’s platform, discover Easter eggs about the fate of the First Lady and use a digital tool to say FU to any issue facing America today on social media. People could even visit the Underwood campaign headquarters in real life—a pop-up built outside the South Carolina debate. There, people could learn about Frank’s platform, support Frank with campaign swag and even sit in the Oval Office re-created from the show.”