“Lost” marketing campaigns losing creative edge?
With the airing of a new “Lost” episode tonight, many fans await the arrival of the new adventurous season with hopes of answers and less questions. Through the scuffle in preparing for tonight’s 3-hour event, inquiring fans can’t help but wonder what happened to all the creative viral marketing campaigns seen in previous years.
Sure, we have seen the Lost Season 5 banner ads and the preview commercials countless times … but where are the creative marketing strategies that were used in previous seasons? Marketing strategies that intrigued fans and non-fans alike about the new season and the meaning of the marketing message. The marketing strategies that make you wonder, ask questions and share your findings.
For those who are not fans, I suggest you review some of the creative tactics used in the past by this hit series. If you are a fan, what was your favorite marketing strategy used?
“Mobisodes” or Missing Pieces
Originally intended for mobile phones, these short stories were created for fans to view a series of 2-3 minute episodes. These episodes offered new, compelling clues about questionable scenes and favorite characters. “Mobisodes” are available as “Webisodes” and posted regularly.
Radio Spots
In the early life of the TV series, “Lost” marketers brought attention to the masses by airing several creative radio spots. Instead of the typical announcer format, the radio spots tied in directly with the show’s mysterious plot. In what sounded like radio interference from a distant signal, a static-y voice interrupted commercial breaks and pleaded for help. As the series premiere drew closer, the “distress calls” created intrigue by divulging only a limited amount of information about the show.
Billboard Campaign
Probably the most unique method of advertising was the creation of several billboards. Invading more than 8 major cities around the world, “Lost” marketers placed billboards advertising the imaginary Oceanic Airlines. These billboards were strategically placed only in areas related to the show’s characters. Each billboard advertised different destinations and included the now defunct FlyOceanicAir website, which created an air of mystery for those exposed to this campaign.
Marvel Comics
“Lost” again took it to another level when they placed key visual references from the TV series in popular Marvel Comics. Obvious symbols and references from the show were repeatedly found throughout the comics.
Interactive Websites
Several interactive websites were created to promote and advertise new seasons of “Lost,” including a website for the fictional Oceanic Airlines and another informational site about the Hanso Foundation, which plays a pivotal role in the plot.
With social networking continually growing and expanding to absorb all age groups, now is the time to think outside the box and invest in viral marketing. Even though I admit I was slightly disappointed in the lack of marketing promoting for the new season, “Lost” marketers have done their job well in the past. Rest assured, I know what I will be doing tonight at 8 pm.
Tags: advertising, marketing, Social Media, viral marketing
January 21st, 2009 at 6:59 pm
What a great topic and subject to present your case. Although I’m not an avid “Lost” viewer anymore, I do remember the marketing strategies of the past and lack of those that kept me intrigued in the present. Maybe that’s why I “lost” interest? The “Webisodes” and radio spots were my favorite marketing strategies for this particular show. They kept me interested. This should make us all question our marketing strategies within our own companies. What worked in the past? What are we missing now? And what can we do to change the future? With the present shape of the economy, new and compelling marketing ideas are key to ensure our target markets stay captivated and loyal. Needless to say, “Lost” marketing strategies of the past have drawn millions of viewers. But with new viral marketing ideas… think of how many more they could attract. On a lighter note, I had no idea “Lost” used Marvel Comics as a marketing tactic!
January 21st, 2009 at 8:02 pm
I have been an avid Lost fan since the very beginning in 2004, so I thought this post was so interesting!! I had never really considered the show from a marketing standpoint before!! I think that they have been very successful in marketing to their existing viewers through the preview banners and clips of upcoming episodes, as you mentioned. I agree that they could improve upon their marketing to gear it more toward recruiting new viewers, but the complexity of this show does make it more difficult. Marketing techniques like the billboard would perhaps capture some peoples’ curiousity, and ABC does have every episode of Lost available online, so that new viewers would be able to catch up!
December 8th, 2009 at 7:08 am
Great discussion is going on this blog i’d like to join with you guys and gain knowledge from it.
January 4th, 2010 at 9:02 am
Id love to have a blog like this, great theme btw. I think I’ll recommend your theme to my brother who always wants to start a blog!
February 3rd, 2010 at 10:19 pm
All I’m gonna say is “I did not see some of that coming” !!
February 20th, 2010 at 12:39 am
I was trying to get the feed for the RSS for your blog but it is not displaying in Google Chrome. Does anyone have any ideas?
March 28th, 2010 at 7:13 pm
Great posting. It Kinda makes you think.
April 13th, 2010 at 10:54 am
You just boosted my confidence. I had almost dropped the idea of my new project which is very similar. Nice to see that others see it the same way.