LOST. In the Netherlands this series is about to be aired. It has a crossmedia component that I was not aware of. It has not been “marketed” that way, at least not so in the Netherlands. It almost looks like co-creation of fans. A smart way of letting people find this themselves. It seems to have something to do with the use of the number 4 in the series. This crossmedia set-up uses television as the lead and the internet used to keep attachment to the story. (a bit like the internet led people to see the movie in the blair witch approach).
In the Netherlands the format “Who is the mole” is becoming increasingly popular. With a slow start a few years ago, the broadcaster kept his belief in the format and now it has developed to become a high score program. You have to find out who is the saboteur in an ongoing team gameplay. You can join other viewers on the internet to discuss who is the mole. And the mole him/herself has a diary on the website where he/she reports on the mole’s work. The public seems to become more ready for crossmedia gameplaying stories (oh joy!)