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AdRantsPosted by Alexandra.Levit
As if there weren’t enough word-of-mouth about Lost already (and don’t get me wrong, that’s a good thing), the hit ABC show’s producers have taken their highly addictive island adventure into the online space. Starting with the May 3, 2006 episode, a cryptic ad for “The Hanso Foundation” appeared during a commercial break. The ad directed viewers to a Web site, www.thehansofoundation.org, and a phone number, 877-HANSORG. The next week, another commercial for Hanso was broadcast, this time sending viewers to www.sublymonal.com.
Producers call this campaign “The Lost Experience,” an alternative-reality game based on the show that provides fans with a network of leads and clues to further explore the mysteries of the Lost island. And boy is this thing viral. Blogs and forums are popping up all over the world, and phone lines associated with the game are have been jammed since the minute the first commercial aired in Europe. Even ABC was unprepared for the response, telling the Chicago Tribune that they were “blown away.” I knew the frenzy had reached a new level entirely when friends who had no interest in the show before (silly them) started tuning in after stumbling upon one of the affiliated Web sites.
The geniuses behind Lost have always been ahead of the curve. Lost was one of the first network TV shows to be offered as downloads on Apple iTunes. And now, they’ve proven that the magic formula for buzz is to provide a multimedia, multi-dimensional, integrated entertainment experience. It’s about inviting fans to come along for the ride – allowing them to contribute their own ideas, be a part of the action, and live in the Lost world. It’s about hooking them early and making ongoing participation irresistible.
The icing on the cake? Just think about how easy it was for ABC to persuade advertisers to buy space on the May 3 and May 10 episodes. One sentence sums it up: “People with TIVO will be watching these commercials, trust us.”
posted by Alexandra.Levit
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