Program Summary:
The LOST Experience is an Alternate Reality Game (ARG) designed to bring consumers closer to the fictional world of the ABC TV show, LOST. The ARG features 4 advertisers embedding clues into their online & offline properties for consumers to discover more information about the show's characters.
Sprite began on May 10th by placing the new Sublymonal.com URL into a faux TV commercial that ran in primetime during the ABC network show LOST. The URL drove consumers to a puzzle solely related to the show with the only brand mention being the actual URL. Afterwards, the ARG transitioned to a scavenger hunt with embedded DJ podcasts, videos, and hidden memos within Sublymonal.com. A final component includes embedded codes in print ads in Entertainment Weekly and People Magazine. The codes can then be used to unlock further content online.
Results:
1. Sprite web traffic up 400%
2. Average visit time up 275% and +300% vs benchmark
3. 500K valid codes entered ... and climbing!
Credit Information
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Client: Coca-Cola North America
Agency: AKQA
Budget: <$150,000 excluding media
Date of Campaign: May - September 2006
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