To reach its targeted audience for its Sprite product the Coca-Cola Company created an alternate reality game "Lost Experience" based on the highly popular television series, "Lost". The game gave viewers an opportunity to be more involved with their favourite show while inadvertently becoming engaged in a Sprite website. Marketers created a "faux-commercial" that aired during an episode of the TV series, to "leak" the Web address to viewers. Once online, visitors were invited to participate in ...

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.2 Manage advertising & promotional activities

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