Special build billboards were made and placed in unexpected areas around New Zealand. Then photos were taken of these billboards and uploaded onto the TVNZ website where the public logged on to guess the locations. Weekly Lost prizes were won by those who guessed right, and new lost ‘Lost’ locations were uploaded as the season went on.

Every time a new lost ‘Lost’ billboard was uploaded onto the TVNZ site, its location was correctly identified within the first half an hour. It was a game the public enjoyed getting into, more visitors were driven to the TVNZ website and all of Lost merchandise was given away throughout the competition. And most importantly ratings for the show remained constantly higher for the entire season. And why wouldn’t they? After waiting this long, so many people wanted to know what the hell it was all about.