What’s this about? Nice cast! Have you seen the blond guy? So what? Deserted on an island? Yeah yeah.. Same old story… The numbers? Hmm Fibonacci? I’ve got to write my new discovery!! New Dharma hatch? Interesting logo What’s Sawyer reading? Interesting religious references… Did you see Sayid’s arrest news in Kate’s flashback?
The media strategy for 'Lost' was predominantly TV led. The show was extensively advertised on TV and this medium accounted for a sizable portion of the promotional budget.
ABC showed a lot of re-caps in the breaks between the two episodes. It also showed narrated recaps to ensure that new viewers were quickly updated on the story. Viewers who had missed one or two episodes could also get updated...
http://www.flickr.com/photos/timothyschenck/ Lesson to learn
Make your product available!
Marketing idea has to start with the product!
Marketing 2.0 IS NOT IT IS What’s Next in Marketing PAUL ISAKSON PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER PRODUCT PACKAGING DISTRIBUTION ADVERTISING CRM
ABC had developed an integrated marketing campaign for 'Lost' that cut across various media channels - official and unofficial websites, fan message boards, websites that provided details about the characters, podcasts, text-message updates, print magazines, newsletters, Video-on-demand(VOD), etc.
May 2006, ABC provided free ad-supported episodes via ABC.com.
In October 2006, ABC began to provide downloads of 'Lost' to iPodsvia iTunes for US$ 1.99 per episode. These downloads proved quite popular and surprisingly did not even affect the viewership of the TV show.
In fall 2006, ABC was set to launch a serialized version of 'Lost' videos that could be downloaded into mobile phones. A video console game and a mobile game were also being developed based on 'Lost'.
On April 24, 2006, ABC Entertainment (ABC) along with UK's Channel 4 Television (Channel 4) and Australia's Seven Network (Seven Network) announced the launch of 'The Lost Experience' (TLE), a web-based alternative reality game (ARG).
With TLE, ABC was seeking to engage its loyal fan base through yet another medium. The game was designed to reveal many secrets about the show, in which the mystery was yet to be unraveled even after two successful seasons had been completed.
ABC aired ads of a fictitious organization that featured in the show. These ads provided vital clues to TLE and directed the fans to different websites that provided clues. Several websites were created by fans to discuss, analyze, and share clues.
No further information for "Lost Experience" is being released, and network executives say future clues could pop up in any part of the world and on any medium. Fans from different countries will have to reach out to each other and trade information if they want to start sleuthing. You don't need to be one of those hard-core fans who've memorized every episode, he said. "We wanted to make it so that if you watched 'Lost' from the beginning or if you've never watched the show before you can get into this." "When we built the site for Oceanic Airlines, we wanted to do something that was different from all the other TV show sites," Benson said.
Viral 2.0 “ Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin
Sprite began on May 10th by placing the new Sublymonal.com URL into a faux TV commercial that ran in primetime during the ABC network show LOST. The URL drove consumers to a puzzle solely related to the show with the only brand mention being the actual URL. Afterwards, the ARG transitioned to a scavenger hunt with embedded DJ podcasts, videos, and hidden memos within Sublymonal.com. A final component includes embedded codes in print ads in Entertainment Weekly and People Magazine. The codes can then be used to unlock further content online.
Results: 1. Sprite web traffic up 400% 2. Average visit time up 275% and +300% vs benchmark 3. 500K valid codes entered ... and climbing!