Harnessing the Power of Online Social Communities for Branding and Market Development |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Excerpts Contd...Caselet 3: ABC Converts its 'Lost' Viewers into 'Sci-Fi Nerds'
The series was a Top 3 US series on free TV channels in every international territory it has aired. Lost also received the 'best drama series' award at the 2005 Emmy awards and the 2006 Golden Globe awards. Some analysts felt that Lost's success had a lot to do with its IMC that spawned many online communities dedicated to the show. The buzz generated by these communities brought in fresh viewers to the show.
ExhibitsExhibit I: Screenshot of www.joga.com |
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