Get LOST

 

 

 

 

 

 

 

Okay, imagine you’re a network executive. You have an eager television writer sitting in your office waiting to pitch you on his new idea.

Him: “I have this great idea for a new show. It’s about a group of people stranded on an island after a plane crash.”

You: “I don’t know, what’s the draw after the first few episodes? I’m not looking for another soap opera.”

Him: “No, it is far from a soap opera. It has smoke monsters, polar bears, time travel…”

You: “Really? How does all that fit together?”

Him: “Well.…”

Okay, now imagine you are the network marketing guy, and the executive just came in to tell you about the new show you need to promote.

Him: “We’ve got this great new show coming. It is a complicated story line. It has polar bears, smoke monsters, ghosts, time travel, a scientific group, some of the main characters die, there’s espionage….Make it work.”

You: “No problem.” He leaves your office and you immediately pick up your bottle of Advil.

Alright, obviously I wasn’t a fly on the wall when the television show LOST was pitched – but, it could’ve happened like that. Aside from being a great show, the marketing tactics used to build a following and keep the show popular for years are top notch.

According to Michael Benson, senior vice-president of marketing, at ABC Entertainment in May 2006, “The show (‘Lost’) breaks so many rules, and we’re really trying to do the same with our marketing and be organic.” They didn’t just break the rules, they stomped on them. Marketers used an integrated marketing campaign consisting of everything from a web-based alternative reality game to official (and unofficial) message boards, podcasts, print magazines and text message updates. ABC aired commercials for the fictitious company (Dharma) featured on the show, and the Dharma orientation videos are on YouTube. At the December 2008 Comic-Con, a recruiting booth was accepting applications for people wanting to volunteer for the Dharma Initiative.

So, network marketing guy you are feeling pretty good about yourself. The six-year series has been a hit and it is close to ending. You did your job and you did it well. Then one day your boss comes in to your office to talk about your next assignment.

Him: “We’ve got this great new show. Well, okay, it isn’t new exactly. It has to do with aliens that come to earth and try to be our friends. They look like us but they are really lizard creatures…make it work.”

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