Target’s LOST ads really know their audience

The finale of ABC’s six-year-long castaway saga, LOST was expected to bring in a record audience share. The ads were pre-sold at $900,000 per 30-seconds. When so much money is riding on getting a TiVo ad-skipping audience to stop and take a look at what you have to sell, how do you glue those eyeballs to the screen?  Target Brands, Inc. seems to have hit the, um, target by catering directly to LOST’s hardcore fanbase with a handful of custom ads. These advertisements, directed by regular LOST director Jack Bender, incorporate themes familiar to LOST fans such as the smoke monster, the Swan station computer, and hunting the local island fauna.

These ads are prime examples of how to effectively market to a very niche audience.  Advertisers who want to stop ad-skipping viewers dead in their tracks can take a lesson from Target.

Kentucky Fried Chicken also rode LOST’s coattails early on. This ad aired nationally during the height of LOST’s first season.

And here’s Bud Light’s take on the LOST meme:

UPDATE: According to ratings researcher Nielsen, “nearly 90% of the national advertisements aired during the telecast achieved higher brand recall in the finale, compared to their average in other primetime programming”, and in particular, the Target ads “captured the strongest Net Likeability of any ad in the show – nearly quadrupling the average of all other spots in the telecast.”

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  • http://www.brooksidepatiofurniture.com/ Zachariah Granville

    Agreed, these ads are pretty good, for a lost fan.

  • YigBoo

    I really find it hard to believe that anyone actually watches that nonsense.

    Joe
    http://www.complete-anonymity.at.tc

  • Lost?

    Don't take it so seriously.

  • Leland

    I agree too. Linking commercials directly into the content they are being served around is astoundingly effective. If I was a lost fan, and if I was near a target, I might consider buying something there.

  • dwells75

    I really enjoyed these Target commercials as well. I didn't notice the KFC one, and the Bud Light one was in play long before the finale, which made it less special. Great job, Target.

  • Ben

    LOL they're cool!! Relax dude, it's what they have to do these days to sell on TV, nobody watches commercials anymore!! It's like those with Payton Manning & Brett Favre!

  • http://www.luminositymarketing.com Jill

    The Target ads were great and really hit home with LOST fans, which was the goal. Also, the Verizon 'Final Transmissions' were brilliant. We did a full analysis of these ads. Check it out: http://www.luminositymarketing.com/blog/?p=1265

    Jill Dehnert
    http://www.luminositymarketing.com

  • dwells75

    I really enjoyed these Target commercials as well. I didn't notice the KFC one, and the Bud Light one was in play long before the finale, which made it less special. Great job, Target.

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  • Ben

    LOL they're cool!! Relax dude, it's what they have to do these days to sell on TV, nobody watches commercials anymore!! It's like those with Payton Manning & Brett Favre!

  • http://www.luminositymarketing.com Jill

    The Target ads were great and really hit home with LOST fans, which was the goal. Also, the Verizon 'Final Transmissions' were brilliant. We did a full analysis of these ads. Check it out: http://www.luminositymarketing.com/blog/?p=1265

    Jill Dehnert
    http://www.luminositymarketing.com

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