The mystery of Lost has been solved: It's all about branding.
For the past two weeks, a mysterious commercial for a fake organization called The Hanso Foundation has aired during the show. It is part of the giant global game called The Lost Experience, which features online, mobile, print, and televised components that give clues to the mystery of the Lost island.
Some sharp-eyed "Losties" have noticed something about the commercial--corporate sponsorship. Small text that briefly flashes onscreen indicates that while the ad may be a part of the game, it is "Sponsored by Sprite."
At the end of the commercial a message tells the viewer to "Go to www.subLYMONal.com for more information." (Lymon, as in "Sprite has the taste of lymon.")
Once on the site, the word "Obey"--as in "Obey Your Thirst with Sprite"--is surrounded by glowing blue TV screens that the user must turn into glowing green TV screens to unlock a message. The message has nothing to do with Sprite (so it seems).
The Lost Experience fits neatly into the viral marketing world that networks and companies envision to outfox TiVo.