Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing
Strategy
|
|
ICMR HOME | Case Studies Collection
To download Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing
Strategy case study
(Case Code: MKTG156) click on the button below, and select the case from the list of available cases:
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chat with us
Please leave your feedback
|
Case Details: |
Price: |
| Case Code |
: |
MKTG156 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
ThemesMarketing ; Advertising and Promotions, Marketing Ethics |
| Case Length |
: |
15 Pages |
| Period |
: |
2004-2006 |
| Organization |
: |
ABC
Entertainment |
| Pub Date |
: |
2006 |
| Teaching Note |
: |
Not Available |
| Countries
|
: |
USA |
| Industry |
: |
Media and
Entertainment |
Abstract:
|
This case is about the integrated marketing strategy adopted by ABC
Entertainment for its hit TV drama series 'Lost', which went on to develop a
cult-like following. ABC developed a campaign that included various media
channels - official and unofficial websites, fan message boards, online
communities, websites that provided details about the characters, podcasts,
text-message updates, print magazines, newsletters, Video-on-demand, etc. ABC
also resorted to publicity stunts and TV and print ads that gave a real feel to
the show. A key component of ABC's strategy was the launch of 'The Lost
Experience', a web-based alternative reality game. ABC's marketing efforts
further provided ample incentive to the viewers not to skip through the ads, as
vital clues to the game were provided in the commercial breaks or during the
show.
|
|
However, despite being appreciated by many
media experts for raising the bar with regard to marketing TV
shows, ABC was criticized by some for blurring the line between
reality and fiction through the use of fictitious ads in
different media.
Issues:
» Understand the integrated marketing campaign adopted by ABC Entertainment for
its hit TV drama series 'Lost'
» Understand the impact of technological advancements and change in consumer
behavior with regard to the TV broadcasting and entertainment industry in the US
Contents:
Keywords:
The Lost Experience, ABC Entertainment, Television Drama
Series , integrated marketing campaign, online community, TV broadcasting
networks, Alternative Reality Game, lifestyle brand, consumer behavior,
Marketing Management, Online Digital media, iPod and iTunes, The Walt Disney
Company, J.J. Abrams, DVRs and video-on-demand
The 'Lost' Marketing Experience
- Next Page>>
|
|
