Our goal:

To fire up new viewers and existing LOST fans for the second season of the TV series. By creating a viral buzz with an off-beat, storytelling campaign and drawing the target groups into the mysterious story.



Idea:

To communicate the launch of the second season of the successful series LOST, an integrated campaign surrounding an interactive adventure was developed. The unusual aspect was that it took place in peopleís e-mail systems. In four episodes, the users experienced directly in e-mails from the first-person perspective what it feels like to be part of LOST: mastering mazes, overpowering sharks and cracking a secret code with which to take part in a competition on a mysterious website.

In turn, the website functioned in the same way as a conventional computer console which can only be operated using keyboard shortcuts. Users had to be resourceful or to know the right forums and blogs to consult, as the only way to unearth more goodies about the second season of LOST ñ wallpapers, screensavers, 3D animations of the leading actors and actresses matching the on-air design, thrilling insider information, etc. ñ was with the help of a handful of correct key strokes.



Result:

The campaign attained above-average e-mail opening rates of 58%; 22% of recipients took part in the competition, and several thousand e-mails were forwarded to friends.

The goodies on the website also went down very well with LOST fans. Over 17% of users who visited the website not only registered for the e-mail episodes or took part in the competition, but also took a look at the additional goodies mentioned above.