Images: TV networks, sponsors get creative

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  • "Lost"/Hanso Foundation

    "Lost"/Hanso Foundation

    ABC's "Lost" rewards viewers who stay tuned during commercial breaks with "ads" that lead to the "Hanso Foundation," a Web site for a fictitious research foundation that gives clues to the show's story line.

    Caption by: Bill Detwiler

  • "Lost" online clues

    "Lost" online clues

    Viewers who find their way to the Hanso Foundation's Web site are rewarded with more clues to the events on ABC's "Lost" and "Lost Experience."

    Caption by: Bill Detwiler

  • "The Office" fake PSAs

    "The Office" fake PSAs

    NBC's "The Office" airs humorous (but fake) public-service announcements featuring its lead actors. The PSAs mimic NBC's "The More You Know" PSA campaign.

    Caption by: Bill Detwiler

  • "The Courier" micro-series

    "The Courier" micro-series

    "The Courier," an action-genre "micro-series," was sponsored by Pontiac and aired during commercial breaks in January on CBS.

    Caption by: Bill Detwiler

  • AOL's "Gold Rush"

    AOL's "Gold Rush"

    "Gold Rush," an online reality game from AOL and Mark Burnett Productions, will help lead people to clues about CBS programs and commercials scheduled to air this September. The prize is $2 million in gold.

    Caption by: Bill Detwiler

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Networks and advertisers are experimenting with new blends of content and marketing.

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"Lost"/Hanso Foundation

ABC's "Lost" rewards viewers who stay tuned during commercial breaks with "ads" that lead to the "Hanso Foundation," a Web site for a fictitious research foundation that gives clues to the show's story line.

Caption by: Bill Detwiler

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