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According to a blog called “The Vig“, ABC has launched a viral campaign to promote the new season of Lost.

In Portland, there are now a few new billboards for a fictional airline, featured in Lost, called Oceanic Airlines. In the spirit of multi-site mysteries, the billboard leads you to one site, which leads you to another one.

Unfortunately, there isn’t much there unless you are a big fan of the show. And there’s no reason to send it to your friends…unless they are big fans of the show. Personally, I think this viral broke one of the most important rules of viral marketing: keep it simple. There’s way too much information for the average person to go through or care about.

It would have been more interesting if visitors could invite their friends to help them solve some kind of mystery.