Brand Engagement – LOST

I love ABC’s LOST.  The characters are full of flaws (human) and maybe that’s why its easy to get attached to them.  The show’s production is excellent and the storyline carefully allows the mysteries to age before revealing the truth (which often comes with another mystery).  I’ve written before about the many channels used by the producers to extend the Lost experience and the amazing amount of user-generated content related to the series.  OK, hold that thought.

My daughter will be 13 next week.  As someone who loves to observe marketing and consumers, it’s been fascinating to watch her develop as a consumer.  Like most young girls, Disney princesses were a big part of her young life.  She had the costumes and pretended to be them (Snow White was her favorite).  As she grew up, she moved through other branded entertainment properties, many of which got the same high level of engagement.  She practiced singing Britney Spears and Michelle Branch songs, learned all the lines and songs from Wicked, and with each brand that she became engaged with, her friends usually got engaged too. 

Last year, I got her to watch the LOST series premier on DVD.  After ten minutes, she was hooked and we proceeded to watch the first 2 seasons at a clip of 3-4 shows a night.  This season, LOST is her obsession.  She reads the blogs and Wikis, buys magazines with LOST stories, and has uncovered connections in the plot that I was not aware of.  As with everything in her life, she has shared her obsession with her friends and many of them are now hooked.

A few months ago, she made a movie about the Apple store and I wrote about it here.   Yesterday, she made another movie.  This time its short montage about a character from LOST named Charlie Pace who died in the season finale.  I’m sure that there is a fair amount of parental pride influencing my assessment of her work, but I think it’s really good.  She has mixed music, images, words, and footage from the series together to tell a story about Charlie as if he were a real person.  After she loaded it up to YouTube, I did a search to find it and was astonished to see that there were over 6400 user generated videos tagged with “Charlie Pace”! 

To me this is real brand engagement.  It’s one thing to have original user generated content, but for entertainment brands to have their consumers turning out content about their content, something special is going on.

Is this just me or do you see examples of this too?  If it’s a real phenomenon, what should the entertainment brands be doing with that content and it’s creators?  Can they drive the engagement even higher by interacting with these mavens?  How much could the brand grow if these people were encouraged to be advocates for the brand? 

1 comment so far

  1. Matt Haverkamp on

    Doug, I think this an amazing time to be a brand owner. Whether you are in entertainment, electronics or retail, people have so much power to create content that can propel your brand as well as introduce your brand to other people. Brands should consider themselves LUCKY. Just think of the Nuts for Jericho campaign. I am not a Jericho viewer, but will give them a shot just because of this campaign. If you are passionate enough to send 25 tons of peanuts, the show has to be good.

    Great post always Doug. Hope all is well in your world.


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