An Issue for the History Books

Innovation and creativity seem to be the name of the game, in all forms of media, in fact. Look at the ABC Network’s mega-hit television show “Lost.” With content being king, of course, the story line has lured in millions of viewers. But the masterminds behind the mysterious island drama didn’t stop at a good story; they began creating a multidimensional entity that spills out beyond viewers’ television screens. At the end of last season, commercials began airing during “Lost” for the show’s fictitious “Hanso Foundation,” teasing URLs and 800 numbers. The Hanso Foundation Web site (www.TheHansoFoundation.org) features a video-message from the president of the fictitious organization that feeds into the show’s mythology. It’s pure genius—both for its dimensional engagement of viewers and for giving viewers a reason to stay tuned-in during commercials. I can’t wait to see what cross-media enticements occur during the new season.