or


[10/05/06 - 03:42 PM]
Revolutionary Interactive Marketing Endeavor Concludes, Making "The Lost Experience" One of the Most Unique Multi-Platform Campaigns in Television History
ABC touts the success of its global promotion initiative for the hit series.

[via press release from ABC]

REVOLUTIONARY INTERACTIVE MARKETING ENDEAVOR CONCLUDES, MAKING "THE LOST EXPERIENCE" ONE OF THE MOST UNIQUE MULTI-PLATFORM CAMPAIGNS IN TELEVISION HISTORY

ABC Television Network, United Kingdom's Channel 4 and Australia's Seven Network Responsible for the Global Initiative

Jeep, Monster, Sprite and Verizon Were Exclusive Sponsors

ABC's revolutionary marketing endeavor "The Lost Experience" concluded on September 24, making it one of the most unique campaigns in television history, with millions of people participating worldwide. The campaign, which began in May, was based on the international hit television series "Lost." Jointly conceived with Channel 4 Television in the UK and Australia's Seven Network "The Lost Experience," was designed to further enhance viewers' relationship with the program and incorporated over twenty broadcasters from five continents, making it the largest global interactive challenge based on a television series.

An alternate reality meta-episode, "The Lost Experience" followed a parallel storyline not featured in the television broadcast and was designed so that both fans of the series and those unfamiliar with the show could participate and bridge the gap between Seasons Two and Three. The experience provided insight to unlock some of the island's secrets for those savvy enough to collect the clues, make the connections and find the answers.

With the cooperation of ABC, Channel 4 UK, Channel 7 and Yahoo!7 in Australia, major sponsors Jeep, Monster, Sprite and Verizon, as well as dozens of other countries and advertisers/media outlets, "The Lost Experience" unfolded in five major phases involving a synergistic blend of internet sites, dial-in numbers, video and text blogs, fan-sites, real world appearances, television commercial spots, product tie-ins, newspaper/magazine ads and stories, podcasts, live radio broadcasts, the Gary Troup novel "Bad Twin," audience participation, global scavenger hunts and, finally, a simultaneous worldwide internet stream of a video package revealing the truth behind the actions of The Hanso Foundation.

Highlights of the experience included the appearance of the computer hacker "Rachel Blake" at San Diego Comic-Con, the worldwide distribution of Apollo Bars, and the reveal of the meaning behind the numbers 4, 8, 15, 16, 23 and 42.

"'The Lost Experience' was truly a unique event unlike any other marketing initiative," said Michael Benson, senior vice president, Marketing, ABC Entertainment. "We're incredibly pleased with the outcome and our media and advertising partners. They went above and beyond to make this a multi-platform program that lived in the 'real world' for fans of 'Lost' and all of the participants."

Tracy Blacher, head of Marketing - New Media at Channel 4, said: "This was a bold and ambitious campaign which harnessed the enormous power of new media and allowed fans to participate directly in unraveling some of the mysteries of 'Lost' for the first time. The multi-media and global approach was a huge success and allowed International fans the chance to work together in real time."

"'The Lost Experience' is the perfect example of taking a TV audience and building an active community online," said Cricket Wardein, Marketing director at Yahoo!7. "It was essentially a creative way to get viewers to not only interact with the 'Lost' brand but each other."

The exclusive sponsors of "The Lost Experience," Jeep, Monster, Sprite and Verizon, all had unique sites and participation highlighted below:

* To assist in launching the 2007 Jeep Compass, DaimlerChrysler and Jeep created a fictional employee, William T. Kirkpatrick (WTK), who cancels a fleet order by the Hanso Foundation when he learns the vehicles are to be used for less-than-noble purposes. WTK then offered to help Rachel Blake by allowing her to post information and videos in Jeep materials (Jeep.com, YouTube Jeep Channel and Print Ads) and at www.Letyourcompassguideyou.com. WTK also provided Rachel with a Jeep Compass to asist in her crusade across Europe, and Jeep served as the official vehicle of the Apollo Candy company. "Integrating the 2007 Jeep Compass into 'The Lost Experience' provided us with a unique opportunity to launch this all-new vehicle into the marketplace," said Jay Kuhnie, director, Jeep Communications. "The Jeep Compass is designed to appeal to customers who are younger and more tech-savvy than a traditional Jeep owner, but who still enjoy adventure and entertainment. 'The Lost Experience' works for us because it speaks both to those customers and to the core values of the Jeep brand."

* Monster connected with one of television's most engaged and devoted fan bases, and presented participants with a chance to see its range of job search tools and resources first-hand, as they navigated www.monster.com in search of clues. In addition, the career site for the Hanso Foundation was created by Monster and featured the company's core job search technology. Vicki Godfrey, VP of Advertising, Monster, said, "'The Lost Experience' was a great opportunity because we became an integral part of the endeavor -- people were able to see the services Monster offers in an unobtrusive way as we were able to build upon the storyline via fun challenges."

* Sprite seamlessly integrated the launch of its new Sublymonal brand campaign with "The Lost Experience." Consumers were directed to a teaser site, http://www.sublymonal.com, by a Hanso Foundation public service announcement that ran during a first-run episode of "Lost." Sprite then took consumers along a winding narrative that chronicled the mysterious origins of Sublymonal and interspersed character Rachel Blake's quest for truth through shredded memos and podcasts unlocked by banner ads, and even sign language video messages.

* Verizon showcased the company's emerging position as a leading broadband and entertainment provider. Verizon's site, www.richerdeeperbroader.com, was the principal destination for all clues which included video and audio clips, as well as text clues, encouraging visitors to explore and engage as they searched within various pages of the site and at www.retrieversoftruth.com. Verizon created a fuller experience for the ABC fans by aligning the company with the story and leveraging many of the hottest sites on the Internet today. Verizon not only disseminated clues but also keep the fans satiated by delivering the experience into daily online activities. "This has been the most complex and interesting non-traditional marketing endeavor we've engaged in so far," said Brian P. Price, executive director of Verizon's Online Center of Excellence. "Online and 'beyond-the-commercial' marketing and advertising are in their infancy. Blending in the whole gaming concept, where we already are engaging our younger customers, adds yet another dimension that's attractive to a company like Verizon."

About "Lost"

After Oceanic Air flight 815 tore apart in mid-air and crashed on a Pacific island, its survivors were forced to find inner strength they never knew they had in order to survive. But they discovered that the island holds many secrets, including a mysterious smoke monster, polar bears, a strange French woman and another group of island residents known as "The Others." The survivors have also found signs of those who came to the island before them, including a 19th-century sailing ship, The Black Rock, the remains of an ancient statue and bunkers belonging to the Dharma Initiative, a group of scientific researchers.

"Lost" stars Adewale Akinnuoye-Agbaje as Mr. Eko, Naveen Andrews as Sayid, Henry Ian Cusick as Desmond, Emilie de Ravin as Claire, Michael Emerson as Ben, Matthew Fox as Jack, Jorge Garcia as Hurley, Josh Holloway as Sawyer, Daniel Dae Kim as Jin, Yunjin Kim as Sun, Evangeline Lilly as Kate, Elizabeth Mitchell as Juliet, Dominic Monaghan as Charlie and Terry O'Quinn as Locke.

"Lost"was created by Jeffrey Lieber and J.J. Abrams & Damon Lindelof. Abrams, Lindelof, Bryan Burk, Jack Bender, Jeff Pinkner and Carlton Cuse serve as executive producers. "Lost," which is filmed entirely on location in Hawaii and premiered on September 22, 2004, is from Touchstone Television.

"Lost" is the fastest-selling TV series in Buena Vista International Television's (BVITV) history, having been licensed in over 210 territories worldwide. Across countries such as Australia, France, Germany, Hong Kong, Indonesia, New Zealand, Norway, Spain, Singapore, Sweden, the UK and Russia, "Lost" has consistently been No. 1 in its timeslot. In the UK, "Lost" delivered Channel 4's biggest-ever audience for a U.S. series launch, and on Seven Australia it was consistently one of the top two series on the network and held the second-biggest premiere in Australia's television history. The series has been a Top 3 U.S. series on free TV channels in every international territory it has aired.





  [october 2006]  
S
M
T
W
T
F
S


· LOST (ABC)









[04/01/15 - 11:41 AM]
"Idol" Fan Save on Twitter Adds New and Dramatic Real-Time Twist to Season!
Beginning this week, fans have the opportunity to save a finalist from elimination by a real-time vote using Twitter.

[04/01/15 - 10:49 AM]
ABC Family Picks Up Three New Unscripted Series: "Startup U," "Next Step Realty: NYC" and "Monica the Medium"
These unscripted series join recently greenlit series "Becoming Us" (formerly "My Transparent Life") and "Job or No Job," which will all premiere this summer.

[04/01/15 - 10:30 AM]
E! Continues to Boost Original Programming with Introduction of Three New Series and Return of Three Hit Franchises
"#RichKids of Beverly Hills" (Sunday, May 24), "Total Divas" (Summer 2015) and "Christina Milian Turned Up" (Fall 2015) are all due back.

[04/01/15 - 10:03 AM]
truTV Spring 2015 Highlights
Said offerings include the return of "Fake Off" (Wednesday, May 6), "Barmageddon" (Monday, June 1) and "How to Be a Grown Up" (Tuesday, June 2).

[04/01/15 - 10:00 AM]
Fifth Harmony, Carly Rae Jepsen, Chelsea Kane, Sweet Suspense, Kelsea Ballerini, and Stars of "black-ish" and "Teen Beach 2" to Present at the 2015 Radio Disney Music Awards
A 30-minute pre-show originating from the red carpet and a 90-minute awards show telecast will be presented on multiple platforms around the world beginning Sunday, April 26 (7:30 p.m., ET/PT) on Disney Channel.

[04/01/15 - 10:00 AM]
CBS Announces Season Finale Airdates
Plus: "Stalker" will rejoin the schedule on Monday, May 4 at 9:00/8:00c.

[04/01/15 - 09:45 AM]
Creative Team Behind "The Bachelor" Franchise Introduces New Luxurious Line of Hot Tubs to Be Sold at Retailers Nationwide Beginning April 1
"Hot tubs represent a great way of life - a life filled with romance and passion," said Bachelor creator/executive producer Mike Fleiss.

[04/01/15 - 09:38 AM]
USA Network's WWE "Monday Night Raw" Attracts Largest Audience in Nearly Three Years
USA spins the numbers for Monday, March 30.

[04/01/15 - 09:31 AM]
Second Round of Performers Announced to Perform on "ACM Presents: Superstar Duets," Friday, May 15 on CBS
The special, taping April 17-18 at the two-day ACM Party for a Cause Festival at Globe Life Park in Arlington, Texas, will be broadcast Friday, May 15 (9:00-11:00 PM, ET/PT).

[04/01/15 - 08:45 AM]
NBC Ties for the Nightlong Win Against All-Original Competition on the Big 4, Despite Encores of "Voice" and "Chicago Fire"
NBC spins the numbers for Tuesday, March 31.

[04/01/15 - 08:38 AM]
Tuesday's Broadcast Ratings: "NCIS," "Dovekeepers" Top Viewers for CBS
The Eye however shares the adults 18-49 crown with NBC last night.

[04/01/15 - 08:36 AM]
"Forever" Is No. 1 at 10pm in Adults 18-49 with an 11% Rise Week to Week
ABC spins the numbers for Tuesday, March 31.

[04/01/15 - 08:29 AM]
Nat Geo WILD Celebrates Earth Day with Slate of Original Animal Programming Throughout April
To help localize the Earth Day effort, Nat Geo WILD will invite people to post a selfie with the part of the Earth they most want to protect, using the hashtag #earthdayselfie.

[04/01/15 - 07:24 AM]
NBC Sports Group Fills Out 2015 Stanley Cup Playoff Bracket with Complete Coverage Beginning April 15
During April, May and June, NBC Sports Group will televise as many as 105 playoff games and possibly more than 260 hours of programming.

[04/01/15 - 07:21 AM]
CNBC's "Consumed: The Real Restaurant Business" Premieres Wednesday, May 13 at 10PM ET/PT
CNBC takes viewers behind-the-scenes of five very different restaurants in the ultra-competitive New York food scene, chronicling their every struggle and occasional triumph.