Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing Strategy |
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"The show ('Lost') breaks so many rules, and we're really trying to do the same with our marketing and be organic."1 - Michael Benson, senior vice-president of marketing, at ABC Entertainment, in May 2006. "If ever a show was designed to stretch the boundaries of engagement across media, it's ABC's 'Lost'. The show is a test case for how an integrated marketing campaign can powerfully combine channels in a more-than-addictive way."2 - Nanette Marcus and Jodi Harris, editors of iMedia Connection3, in May 2006. "This [the trend of using gimmicks and other media to market TV programs] is dangerous because the networks are calling into question their own medium."4 - Jack Trout5, world-renowned marketing expert, in September 2005. The 'Lost' Marketing Experience
According to Mike Benson (Benson), senior vice-president of marketing at ABC, the clues to the game would be dispersed among a number of media and the players had to watch the TV shows including the commercials if they wanted to solve TLE.
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1] 'Lost' Game Lets Fans Hunt for Clues," www.abcnews.go.com, April 24, 2006. |
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