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

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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

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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.

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'Lost' and its Cult Following

'Lost' was produced for ABC by Touchstone Television . The creators of the TV series were Jeffrey Lieber and J.J. Abrams (Abrams) & Damon Lindelof (Lindelof). Abrams, Lindelof, Bryan Burk, Jack Bender, and Carlton Cuse (Cuse) served as executive producers for 'Lost'. The story is about a plane crash, after which the survivors find themselves stranded on a remote Pacific island. The island is apparently populated by supernatural forces. The show was filmed entirely in Hawaii (Refer to Exhibit I for 'Lost' promos and Exhibit II for 'Lost' season 3 poster). Before the launch of the series, in mid-2004, ABC debuted 'Lost' before 3,000 people, comprising mostly "young techies", at the popular annual comics convention Comic-Con in San Diego, USA...

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

An Integrated Marketing Campaign

The media strategy for 'Lost' was predominantly TV led. The show was extensively advertised on TV and this medium accounted for a sizable portion of the promotional budget. ABC showed a lot of re-caps in the breaks between the two episodes. It also showed narrated recaps to ensure that new viewers were quickly updated on the story. Viewers who had missed one or two episodes could also get updated...

'The Lost Experience' - The Center-Piece

The centerpiece of the integrated marketing campaign for 'Lost' before the third season that was scheduled to debut on October 4, 2006, was 'The Lost Experience' (TLE). On April 25, 2006, ABC along with Channel 4 and Seven Network announced the launch of TLE. TLE was launched in co-operation with over 20 broadcasters around the world, making it the largest global ARG based on a television series. TLE was a web-based interactive game based on 'Lost'. Lost's storyline, which had a lot of scope for speculation, provided the platform for ABC to launch the ARG...

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