Tonight's Lost is going to be "TiVo-proof"

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Tonight's Lost is going to be "TiVo-proof"

This story tells the tale of a network triumph for advertising. Tonight's episode of Lost -- a show already so deeply embedded with secret signs and clues -- will feature details about the episode sprinkled within ads themselves. This is both brilliant and frightening. I can't recall wanting to watch commercials other than the annual Super Bowl but tonight I'll actually refrain from hitting the FFWD button so I don't miss anything.

Networks and marketers have been trying all sorts of ways to get DVR owners to slow down and watch. So far most innovation has been including products within shows themselves but leave it to the Lost writers to come up with a way to include the show in commercials. Thankfully, this is probably a proof-of-concept that can't be repeated often -- it must take tremendous planning to have every company with a commercial to film it featuring some tidbit from the show -- and even so, only shows with a cult-like following will keep viewers watching.

But I know I will, and I'm not too happy about that.

by Matt Haughey May 3, 2006 in News

Comments

The only thing I noticed was a commercial for The Hanso Foundation -- the company behind The Dharma Initiative.

Posted by: Myles at May 3, 2006 9:14:22 PM

So what are they going to do with the commercial stuff when they have to put that episode on DVD?

Posted by: Ryan at May 3, 2006 10:03:49 PM

Ryan: Add the commercials of course! Fun fun fun! :)

Posted by: Mike D. at May 3, 2006 10:22:06 PM

And how will this work in other regions - are they going to remake the "special" ads for the UK market, they must be using big companies (like Coke or Pepsi) who have a worldwide presence...

The problem is, how will they tell teh TiVo owners that the ads are part of the show - I certainly wouldn't know to stop pressing the skip button...

Posted by: Tom Marshall at May 4, 2006 1:53:39 AM

So, did they actually do this with the commercials or was spreading this rumor the *real* means of trying to get people to watch the commercials?

Posted by: moen at May 4, 2006 4:32:03 AM

Yes, there was a commercial for "The Hanso Foundation", with a phone number to call. (877-HANSORG in the US)

The UK ran a similar ad with a UK number.

There is product placement when you call for Monster.com, Verizon, and Geronimo Jackson.

Posted by: Chibbie at May 4, 2006 6:30:24 AM

Wow this is smart and really out of the box thinking.
One of the mitigations for ad-skipping that is discussed frequently is to do product placement, essentially sprinkling ads in the show. But this solution is in reverse, sprinkling the show in the ads, which is pretty original thinking.

Posted by: Julien Couvreur at May 4, 2006 8:18:00 AM

I actually watch some commercials anyway. I'll even go back for them if I'm fast-forwarding and something catches my eye.

Posted by: spstanley at May 4, 2006 8:25:35 AM

"tivo proof"? why don't we spread the FUD a little more.

they played one 15 second spot during a commercial break. that's it.

Posted by: chris at May 4, 2006 8:26:23 AM

Yeah, it was a lot of crying wolf after all. Just one fake ad among the entire hour.

Chris, if you'll notice I used quote marks around "TiVo-proof" since that is a quote from the article, I'm not spreading FUD, just reprinting a statement someone made.

Posted by: Matt Haughey at May 4, 2006 9:01:56 AM

Does anyone have the password for the newsletter on thehansofoundation.org that you get when you call 877-HANSORG?

Posted by: Kevin at May 4, 2006 9:31:05 AM

Wow, I didn't read this until Thursday, and I sure don't feel like I missed anything while I forwarded through the commercials last night. This type of "TiVo-proofing" doesn't work at all if the viewers don't know about it.

Posted by: Scott Johnson at May 4, 2006 12:28:26 PM

breaking strain is pw.

Posted by: Apex at May 4, 2006 12:29:46 PM

Sounds like a jumping off point for the ARG they're planning for over the summer.

Posted by: Ryan Schroeder at May 5, 2006 1:31:33 PM

Indeed, it was one 15-second ad that I noticed while fast-fowarding past it. The information was already out on the internet prior to the ad running besides so it wasn't really all that necessary.

Basically it was just a way for them to launch their ARG which they did in the US, UK, and Oz. It was not an attempt to keep you from skipping ads.

Posted by: Belgand at May 8, 2006 6:17:38 PM

What was the email address for the hanso foundation? i knew about another one already, but if anybody caught the one tonight, lemme know please.

Posted by: Richie at May 10, 2006 7:11:24 PM

I only caught a part of the email address they said sublimenol.org when I searhed google I found subliminal.org but I don't think that was it. Did anyone call the phone number?

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Posted by: williamsjack at Jun 7, 2006 8:05:24 AM

The only thing I noticed was a commercial every 7 minutes. I had a hard time even getting into the show there were so many damn commercials. Next week I'm deffinilty dvring it and watching the show an hour later.

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Posted by: chris at Feb 14, 2007 7:49:38 AM

Will the iTunes version or ABC website versions of this episode include the commercials?

And has anyone figured out how the commercials are relevant to the show?

Posted by: Matt Browner Hamlin at Feb 8, 2008 9:50:18 AM