Our goal: To fire up new viewers and existing LOST fans for the second season of the TV series. By creating viral buzz with an off-beat campaign and drawing target groups into the mysterious story.The solution: A multi-level e-mail-campaign was developed which fully exploited the interactive potential of the e-mail medium. In four episodes, the user personally experienced what it feels like being part of LOST: mastering mazes, overpowering sharks and cracking a secret code to take part in a competition on a mysterious website.Handwritten SOS-Messages in bottles planted in beach clubs and on beaches triggered initial interest.