'Lost' Goes Viral

With Lost’s fourth season just around the corner, ABC has employed the most recent advertising tool available, to help drum up publicity and interest in the show. The network has taken advantage of viral marketing, which has given rise to advertisements for Oceanic Airlines in a multitude of places.

With the viral marketing campaign, Lost is making its presence felt via Oceanic Airlines plugs on billboards, television ads and websites among others. The innovative and enigmatic twist comes in the fact that the said Oceanic ads make no mention of either Lost itself or its carrier network.

The way that this viral campaign operates starts off with people being diverted to the website FlyOceanicAir.com. Once there, visitors chance upon what appears as a furtive site lauding the said airline. Then things become interesting as a man identified as Sam hacks the welcome video onscreen.

Sam declares that Oceanic Flight 815 had lost radio contact six hours after leaving Sydney and that the airline will announce the next day, their decision to abandon all search for the missing aircraft. Sam then goes on to say that his girlfriend is a flight attendant on the lost plane and that he refuses to give up looking for her.

At this point, the internet address Find815.com begins flashing on the screen. Once the visitor clicks on the link and is taken to Find815.com, he or she then gets a glimpse of Sam’s world, where he is willing to undertake whatever is necessary in order to unearth the truth behind what happened to the fateful flight.

ABC’s decision to make use of such an elaborate, albeit, roundabout method to entice viewers to tune into Lost’s latest season may have something to do with the fact that it will only contain eight episodes. Nevertheless, with or without the viral ploy, and with or without a full season, avid Lost followers are sure to be glued once the series returns on January 31.

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