Movie Marketing Madness: Cloverfield

1/19/08

Movie Marketing Madness: Cloverfield

1/19/2008 |

Posted by Dave and Thomas

Movie Marketing Madness has been keeping tabs on Cloverfield since the beginning. Chris has analyzed the viral campaign that Paramount and Bad Robot initiated in early July. Since then he has taken a critical look at the movie and the marketing up until the release date last Friday. If noting else, he has established the most complete Viral Guide to Cloverfield I have come across. If you are new to the Cloverfield world or would just like to catch up than I recommend this post to get all the news you need.

"To understand just how fervent the buzz has been about the movie, you kind of have to look at how Paramount sold the movie in two completely different ways to two completely different audiences. Or, as I call it: The Tale of Two Cloverfield Campaigns"

The Tale of "Two Cloverfield Campaigns" >

Labels: cloverfield, JJ Abrams, Slusho, T.I.D.O, Tagruato, tidowave, viral advertising

3 comments:

Anonymous said...: Cloverfield Ending Credits

At the credits ending of Cloverfield, *Spoilers* the audio from the video cam says, "Help us!". But when played backwards, it says, "It's still alive!" This happens after the end credits of Cloverfield. Assuming the speaker was Rob, he suggests Cloverfield (the monster) is still alive. This also suggests a sequel for Cloverfield 2! *Spoilers*

The Japanese oil company TAGRUATO drops a satellite (Chimpanz III) into the ocean as part of viral marketing (shown at the end of the movie when Rob and Beth were on the ferris wheel). TAGRUATO works with SLUSHO (a slush company), as the main ingredient for SLUSHO is found at the satellite dropzone (deep ocean). While searching for satellite and ingredients, they woke Cloverfield (the monster).

The main ingredient of Slusho apparently turns a tiny fish into a HUGE whale, which explains the size of Cloverfield.

Rob apparently was going to be the Vice President of TAGRUATO in Japan.

Source from: http://www.cloverfieldendingcredits.com; January 20, 2008 at 12:09 AM
Anonymous said...: Something tells me that Jamie didn’t stay in the house.. maybe she found “Randy”?… I think I see her outside right before ms. liberty’s head comes flying through… blonde chick looks strikingly similar…its the same scene as the trailers. Also anyone have an i.d. on who the guy is at the end of the trailer who says … “its gonna be one hell of a night”?; January 20, 2008 at 10:04 AM
Dave and Thomas said...: maybe Jamie and teddy will be the sequel!; January 21, 2008 at 12:32 PM

What is Cloverfield?

Welcome to 1-18-08 Project Cloverfield Blog.

Cloverfield is the J.J. Abrams (Lost, Alias) produced monster flick directed by Matt Reeves. Get caught up on all the Cloverfield news including the viral world of Tagruato, TIDOwave, and Slusho!? And now Aladygma?

However, I love viral campaigns. Cloverfield taught me the fun of being involved with the viral world of movies and TV. That's why I'd like to branch out this site to cover some of the major viral campaigns as they are developing. Feel free to drop me a line or tip on any you find interesting.

Welcome to Cloverfield

Very few facts emerged from the viral campaign that was Cloverfield. It all started after a short, teaser trailer for Cloverfield appeared with the Transformers movie in early July of 2007. Since then, speculation surrounded what the title of the movie would be (Monstrous, Overnight, etc...) and what the monster really is and why it is tearing up New York City.

A few pictures and covert videos from the film showed up online and there were only a few core facts we knew of including the poster, the teaser trailer, and a few websites at 1-18-08, Tagruato Corp, and Slusho .

In November, the official full-length Cloverfield trailer was released that helped open up the story as well as cement the "Cloverfield" name for the movie. A short glimpse of the Cloverfield Monster was seen but for most people they still had little or no clue as to what it was.

The movie centered around five young New Yorkers throwing their friend a going-away party the night that a monster the size of a skyscraper descends upon the city. Told from the point of view of their video camera, the film is a document of their attempt to survive the most surreal, horrifying event of their lives. Cloverfield opened the weekend of 1-18-08 and set box office records for a movie in January with a monster take of over $40M. Continue to check back here for updates on the mystery and viral campaigns of Cloverfield.

Get Started with the Cloverfield Viral Marketing

If you're new to the Cloverfield viral world than let's get started. First off, for the beginners let's look at what we're talking about.

What does viral marketing mean? Click here.

1-18-08.com Updates with pictures randomly. Each picture is layered onto of the previous update and all can be dragged and moved around the screen. Click and hold the mouse to 'grab' an image and move it around. While holding the image, shake it back and forth quickly and it will flip over. Some images have writing on the back.

Slusho This is the Japanese frozen drink made from a secret ingredient gathered from the bottom of the ocean. Slusho gives you a kick and makes you extremely happy. Prior to 1-18-08 Slusho was not sold in the US. However, recent FDA approval gave Slusho clearance to come to the states. Rob Hawkins, the lead character, was recently promoted to vice-president of Slusho and was on his way to Japan the night of the attack. Slusho is owned by the Tagruato Corp. of Japan. Slusho also first made an appearance on J.J. Abrams Alias during a scene where characters buy the drink at a store.

Tagruato This ficticious Japanese company is the parent company of Slusho as well as the Yoshida Medical Research, Bold Futura, and ParafFUN! Wax Distributors. Besides drilling the oceans for Slusho ingredients, Tagruato builds everything from space satellites to medical gear.

T.I.D.O wave An activist group set out to bring to light all the damage Tagruato has done to the envirnoment.

Jamie and Teddy A minor character from the movie, Jamie popped up on a 1-18-08.com picture and the MySpace profiles for the movies characters before getting famous for her "Jamie and Teddy" website. The site is comprised of video journals from Jamie. The site is password protected but can be accessed by the password "jllovesth"

1-18-08 Project Cloverfield - Warning! Spoilers