Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing Strategy

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG156
Case Length : 15 Pages
Period : 2004-2006
Organization : ABC Entertainment
Pub Date : 2006
Teaching Note :Not Available
Countries : USA
Industry : Media and Entertainment

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:

Price:
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» Case Studies Collection
» ICMR HOME
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Area Specific Case Studies
» Industry Wise Case Studies
» Company Wise Case Studies

Custom Search

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

<< Previous

The 'Lost' Marketing Experience Contd...

In fact, ABC had developed an integrated marketing campaign for 'Lost' that cut across various media channels - official and unofficial websites, fan message boards, websites that provided details about the characters, podcasts¹², text-message updates, print magazines, newsletters, Video-on-demand¹³ (VOD), etc.

The integrated marketing effort strove to keep the 'Lost' fans involved during the summer reruns, when viewership generally fell drastically, and before the launch of the third season. A tie-in book called 'Bad Twin' was also launched, which went on to become a best-seller in the US. ABC resorted to publicity stunts and TV and print ads that gave a real feel to the show.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

For instance, ABC aired ads of a fictitious organization that featured in the show. These ads provided vital clues to TLE and directed the fans to different websites that provided clues. Several websites were created by fans to discuss, analyze, and share clues.

In addition, from May 2006, ABC provided free ad-supported episodes via ABC.com. In October 2006, ABC began to provide downloads of 'Lost' to iPods¹⁴ via iTunes¹⁵ for US$ 1.99 per episode. These downloads proved quite popular and surprisingly did not even affect the viewership of the TV show. In fall 2006, ABC was set to launch a serialized version of 'Lost' videos that could be downloaded into mobile phones. A video console game and a mobile game were also being developed based on 'Lost'.

Analysts felt that ABC had succeeded in developing an online community of 'Losties' through its integrated marketing effort...

Excerpts >>

12] Podcasting is the method of distributing multimedia files over the Internet, for playback on mobile devices and personal computers. The term combines 'iPod' (a popular portable audio device from Apple Computers) and 'broadcasting'.

13] Video on demand systems allow users to select and watch video content over a network as part of an interactive television system. (Source: www.en.wikipedia.org)

14] iPod is a popular digital music player developed and marketed by Apple Computer, Inc. It has a simple user interface design and built-in hard drive.

15] 'iTunes' is a proprietary media player application for playing and organizing digital music and video files developed by Apple Computer, Inc. This program also helps iPod users to manage their music files on their iPod and to connect to the iTunes Music Store (also sometimes referred to simply as 'iTunes' or 'iTMS'). The iTunes Music Store is an online music service run by Apple Computer, Inc. Users could purchase digital audio music files from the iTunes Music Store.

Custom Search


Fundamentals of Marketing Management Workbook Workbooks Collection	Case Studies in Marketing - Vol. II Case Study Volumes Collection	Fundamentals of Marketing Management Textbooks Collection