Lost way of Marketing

Advertising the Lost 2.0 wayAdvertising the Lost 2.0 way

in the begining…

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?

Lost character map

But how…

The storyThe story• 'Lost' was produced for ABC by Touchstone Television . The creators of the

TV series were Jeffrey Lieber and J.J. Abrams (Abrams) & Damon Lindelof (Lindelof).

• Abrams, Lindelof, Bryan Burk, Jack Bender, and Carlton Cuse (Cuse) served as executive producers for 'Lost'.

• The story is about a plane crash, after which the survivors find themselves stranded on a remote Pacific island. The island is apparently populated by supernatural forces.

The storyThe story• A character for all• Different level of interest

– Theory lovers– Nickname generators– Literature fans– Math and science geeks– A man of faith– A man of science

Marketing for LostMarketing for Lost"The show breaks so many rules, and we're really trying to do the same with our marketing and be organic," Mike Benson, senior vice president of marketing for ABC Entertainment said.

Integrated marketing mixIntegrated marketing mixThe 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 learnLesson to learn

• Make your product available!• Marketing idea has to start with the product!

Marketing 2.0Marketing 2.0

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CRM

IS NOT IT IS

What’s Next in Marketing PAUL ISAKSON

AdvertisingAdvertising• 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.

ABC Raises the BarABC Raises the Bar• Tom Lowry of BusinessWeek wrote, "Using podcasts, interactive games,

websites, and good, old-fashioned hype, ABC has turned a cult-style show into a cross-media sensation."

Lesson to learn• Use multiple channels to reach

audience• Give more information and details

to the ones who ask for it• Don’t just copy same information

through channels

22

IS NOT IT IS

Advertising 2.0Advertising 2.0

PRPR• The integrated marketing effort strove to keep the 'Lost' fans involved

during the summer reruns, when viewership generally fell drastically, and before the launch of the third season.

• A tie-in book called 'Bad Twin' was also launched, which went on to become a best-seller in the US. ABC resorted to publicity stunts and TV and print ads that gave a real feel to the show.

Bad TwinBad Twin

Lesson to learnLesson to learn• Love your Fans!• Feed your Fans!• Layered messages through different involvement levels works!

IS NOT IT IS

PR 2.0PR 2.0

ViralViral• 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'.

A new way…A new way…• Earlier, advertisers were concerned that consumers, especially those who

had DVRs, could skip the ads that were aired during commercial breaks..

Marketing the experienceMarketing the experience• 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.

Marketing the experienceMarketing the experience• 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.

Dharma wants you!Dharma wants you!• ABC and Sky’s flagship television show “Lost”

is embracing the Internet to drive publicity for the new series in the form of a new viral marketing message.

• A press release has been distributed online for fictional company “Dharma Initiative” as part of an ongoing recruitment guide.

Lesson to learnLesson to learn• Don’t tell a story, create an experience• Let them be part of the “game”• Customer is not a moron!

IS NOT IT IS

Viral 2.0Viral 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

BonusBonus• Sprite/LOST Experience• Program Summary:• 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 benchmark3. 500K valid codes entered ... and climbing!

• It works!• Give something worthy not just free give aways! And they will come…• And they will remember the experience…

Lesson to learnLesson to learn

Marketing mix in the new eraMarketing mix in the new era

AGENCY CONSUMERS

COMPANY

INFORMATION& INPUT

INSIGHTS & IDEAS

INNOVATION& CONTENT

BETTERBRANDS

What’s Next in Marketing PAUL ISAKSON

1. Entertain them

2. Don’t try to be something you are not

3. Put them in control

4. Re-calibrate your risk tolerance

5. Leverage the power of your network

Youth Marketing DAVE KNOX

ReferencesReferencesArticles: • http://www.womma.org/casestudy/examples/create-a-viral-campaign/spritelost-experience/• http://www.icmrindia.org/casestudies/catalogue/Marketing/Lost%20TV%20Drama%20Series-ABC

%20Integrated%20Marketing%20Strategy-Case%20Studies1.htm• http://abcnews.go.com/Entertainment/story?id=1881142

Presentations: • http://www.slideshare.net/DKnoxMU/dave-knox-ieg-2008-presentation-on-youth-marketing• http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143

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