Lost Experience Interviews

THE LOST EXPERIENCE: AUDIO INTERVIEW w Mike Benson, SVP of Marketing for ABC Entertainment


Rick Matheison at Generation Wow (and author of Branding Unbound), talks with Mike Benson, SVP of marketing for ABC Entertainment about how he convinced all those advertisers to pay to promote his show, what he learned from “The Lost Experience,” and his views on the power of multiplatform - "3D Chess", branded entertainment in promoting products - from content to consumer packaged goods - in the age of viral media.
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In Part 2: The genesis of "The Lost Experience," and how ABC lined up key promotional partners to make it a reality.
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In Part 3: Benson's thoughts on Mark Burnett's new Gold Rush initiative – and the power (and dangers of) integrated, multiplatform marketing.
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In this Conclusion: What ABC learned from "The Lost Experience" – and what it might do differently next time.
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