This is a fascinating story of how the folks at ABC promote their hit show “Lost” across numerous channels. It’s a case study of how you should promote your radio station (in fact, just visiting the “Lost” website is a case study in itself).
And the key is that all the various cross-channel tentacles are elements of a larger story and less “ads” or “promos” than they are immersive entertainment experiences in their own right.
This is what happens when you think less about “selling” your product and more about crafting inviting product extensions that do the selling themselves.
And it’s a criticial issue to understand at a time when all the marketing power is in the hands of consumers.
So what’s your larger story?
And how can you unfold it across numerous channels?