Aparently, Marvel and ABC have teamed up to hide LOST easter eggs in Marvel comics. More info, including a full list of titles, is available in the link above.
Personally, I think it's a cool idea and I hate it at the same time. I'm never a fan of having to go out of my way to buy comics that I normally don't just so that I can follow a storyline (or, in this case, a marketing campaign).