Lost fans to find answers in Bluetooth Zone at Victoria Station

by Nicola Clark, Marketing 30-Jan-08, 08:30

LONDON - Sky One is to promote the fourth series of Lost with a multimedia marketing campaign, which includes the creation of a Bluetooth Zone in Victoria station where fans can download exclusive content.

The mobile activity is part of a £1.3m campaign to promote the cult series following its acquisition by Sky last year. The campaign will include outdoor, press and radio activity.

Alex Lewis, marketing director at Sky One, said the new series will answer many of the unanswered questions that have left many Lost fans wondering if the show poses more questions than it answers. One of the key straplines in the campaign is: ‘The answers are coming.'

‘There has been lots of speculation of how Lost will end since the show began but the key thing now is the show has an end date [there are 48 episodes to go] so the plot is focused,' Lewis said.

From 1 February Sky will have a dedicated Lost area in Victoria station where commuters can download exclusive interviews with cast, wallpapers, ringtones and message alerts. The zone will be promoted throughout the stations with six-sheet posters and on Titan's 'Transvision' screen.

The new series kicks off on 3 February.