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Case Study: Marketing The ‘Lost’ Tv Drama Abc’S Integrated Marketing Strategy

CASE STUDY: MARKETING THE ‘LOST’ TV DRAMA
ABC’S Integrated Marketing Strategy

MODULE TITLE: MARKETING MANAGEMENT AND STRATEGY

WORD COUNT: 1999

1. EXECUTIVE SUMMARY
The objective of this report is to critically analyse the case “Marketing the ‘Lost’ TV Drama Series” applying the relevant concepts of Marketing Management and Strategy.
ABC has introduced the show in 2004 and since then legions of fans follow the adventures of the survivors of a plane crash in a deserted island. The network seems to have covered all angles on an extensive and innovative marketing campaign that integrated several media and benchmarked this segment of the TV shows in the United States.
Although challenging and barely attractive (Porter’s Five Forces), the TV show segment can be very rewarding to the successful companies daring enough to enter it. With an unique product, a fundamentally intelligent marketing campaign and the demonstrated knowledge of its customer’s behaviour, it is obvious that ABC’s success was not incidental. They relied heavily in extensive market research in order to segment, target and position the show with unprecedented accuracy.
However, an ethical question was raised. This sophisticated campaign, based to a large extent in viral marketing, was heavily criticised by analysts that accused ABC of blurring the line between reality and fiction. Nonetheless, this is the very competitive edge the company has built to differentiate itself from rivals.

2. INTRODUCTION
Innovation, maximisation, creativity and risk are adjectives easily associated with the ABC integrated marketing campaign employed to launch the TV series “LOST” (LOST). Innovative strategies, some borrowed from Hollywood and the film industry, marked the launching of the series in the US. The company maximised the exposure of the show to the target market by using new and creative ways of delivering their product. Additionally, the network accepted a very high level of risk when it...