More Lost news - they're going to be launching an online scavenger hunt/alternate reality game, called The Lost Experience. Devilishly, clues to solve the mystery will be embedded in TV ads run on ABC during sweeps.

The article about it on on EW points to the cleverness of this, as viewers will have to start taking much more notice of all those annoying commercials. I think they are missing the bigger story here though - this is clearly an online campaign designed to get people to watch TV ads, which is a complete 180˚ turn from usual ad agency practices (“Let's create TV spots to drive people to our web site”). Does that qualify as a Tipping Point?