Lost Branding Expands
From the very beginning, Damon Linderlof, Executive Producer of Lost, knew that the show was going to be more than just a television program. The cult series came at a right time — when multiple interactive platforms are becoming very popular among consumers and end users.
Today, Lost, the TV series, now also operates as a videogame. There are even books, comics, magazines and hundreds of interactive sites dedicated to the show. Viral publicity tools aired on television and found mostly on the internet has made Lost a much more exciting TV series. Fans swallow every bit of it, with each platform building its own loyal following.
But according to this article from Variety, not every marketing idea necessarily have something to do with the actual program and collaborating with other new media entities is key.
Carlton Cuse says: “Our criteria is, everything you need to know about ‘Lost’ is contained in the mother ship. There are definitely large segments of the audience that want more. And the ancillary media platforms give us opportunities to put out stories that might be interesting to some but not all.”
The article goes on to say that for Season Five, the team behind Lost is already “plotting” new viral campaigns that should continue to peak fans’ interest while the show is on hiatus. They have hired a brand manager to oversee its different expansions outside of the TV series, including one that involves a mobile game platform.
But the mobisodes will probably have to go.
“The process of breaking those 13 two-minute stories and editing them was enormously time consuming. In terms of doing them again, creative has to drive it“.
Lost, Lost franchise, Lost video game, Lost mobisodes, Lost viral campaign
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