Case study: 1-18-08 Social Media Marketing

Preceding the new Transformers movie, a mysterious trailer has been shocking audiences all around the world. We’ve all seen the effects and consequences of a successful social media marketing campaign on the web: Relatively unknown websites melting down their web hosting servers, ordinary people reaching rock-star status overnight (sometimes unwillingly) and new trends becoming mainstream in less than a week.
But what happens when one of Hollywood’s most brilliant minds decides to use social media marketing as the main strategy to promote his upcoming feature film? Enter the secretive world of J.J. Abrams and 01-18-08 (aka Cloverfield / Slusho / Cheese / Chocolate / Overnight). Things are about to get outrageously weird ... [more]
1-18-08 - New Cloverfield Theories. Slusho and Cloverfield Monster Explained.
This week's episode of 'INSIDER INFORMATION' , in which mild mannered contestants pose as industrial moles and enjoy giving movie secrets, comes from mysterious John Murphy who likes to post on forums at SteakNBJ.com.
What's Cloverfield found this little tidbit of information in a post from John Murphy, who just happens to have the storyline from the first 1/3 of the movie. As usual, John is going out on a limb and having to mask his identity and computer trail to give us this information, so the least we can do is lend him an ear.
So, here's John's story. I'll post it below but be warned (in case he's telling the truth) that it contains SPOILERS!!!
John Murphy writes: (Possible Spoilers Below!! Last Warning!)
"Here is the first third of the film…About one billion (yes billion) years ago, life on Earth was still at the multi-cell level and they remained mostly in their habitat. One of the organisms was more passive and preferred a symbiotic relationship for their survival.
Another (and there were more) was more aggressive and preferred to control larger beings for their survival. Back then, the world had only one continent. The two organisms were separated, for the most part, by land.
But the aggressive organism had developed a taste for the passive one and tried to feed on it as often as possible by going around the land mass. Until a cataclysmic event changed things, burying most of the ancient organisms under the oceans. The surviving organisms either died off or evolved (later becoming humans and what not).
Fast forward to present day and we have Japan discovering the passive organisms buried off their coast and eventually came to the conclusion that the American continents (North and South) had drifted over the aggressive organisms (more on them later) during the past billion years.
Japanese scientists begin studying this passive organism and find that it is a perfect nourishment supplement to humans. Grown in an agricultural field on the island of Hokkaido, Japan, these organisms create the appearance of cloverfields. The scientists learn that these organisms are beneficial symbiotic parasites that give us additional nourishment and make us feel happy. Thus humans and the parasites become one.
They are kept cold to prevent them from dying from exposure until they are introduced into their host. Thus the development of the awesome and delicious drink – Slusho! (It makes me happy).
Rob is a college graduate who has been hired by Slusho and has just accepted an offer to work in their technologies division in Japan. Rob also knows the basics of the organism, the story that Slusho “invented” as a marketing campaign and has recently been informed that the scientists have found trace amounts of the aggressive organism.
This aggressive organism likes to pool up into a larger being, control it, own it, even change it. It also eats the smaller passive organism much the same way a whale will eat plankton. Slusho is now one of the most popular drinks. In it’s own right it is a tasty meal that does not add fat and is proven to be healthy with claims that it cures cancer and many other diseases.
Slusho and it’s by-products are now being flushed (literally) into the sewer systems and drained out to sea by way of urine, fecal matter and just straight unconsumed Slusho. This builds up on the ocean floor and eventually awakens a very hungry and aggressive organism.
This aggressive organism, hungry and well, aggressive, follows the sewer trail back to New York and emerges through the sewers breaking and igniting a natural gas pipeline in it’s effort to feed on the passive organism, which is now us."
What I like about Murphy's theory is how he's tied in all the clues, like Slusho (is people), Rob, and the Monster into one easy idea. It beats a lot of other theories I've seen in the last few weeks and it does work in the idea of "Parasite," which was originally what the monster was referred to in small forums.
No matter what the monster or belief behind it turns out to be, if we over think the whole thing we'll all be disappointed. I have never seen someone post on a forum with 'inside' information to be accurate so I'll leave that up to chance. Besides, Murphy doesn't really bring new material to the table. He just pieced together the information that's already out there. However, maybe it's just that simple...
1-18-08

First information on the movie surfaced during advance screenings of the Transformers movies which was released during the July 4th, 2007 week. So far, the top secret project nicknamed 'Cloverfield' is slated for a January 18, 2008 release.
Cloverfield - 1-18-08 Premise & Production
The trailer for the mysterious movie, which has used the codename "Cloverfield" during pre-production, doesn't have a title yet. At first, Paramount Pictures and Bad Robot Productions denied any involvement in the movie to help confuse matters. Since then, the movie has been confirmed by JJ Abrams and Paramount as a 'monster movie' set in New York City but with little more details.
During the 2007 Comic-con in San Diego, JJ Abrams spoke to a large crowd and confirmed his intentions to create an American monster movie. He was inspired by such classics as Godzilla and wanted to create a movie that Americans could call their own. Abrams also announced that 1-18-08 would not be a remake and the monster would be an original creation.
JJ Abrams - 2007 Comic-con
Although the story should take place mostly in New York City, various shoots occurred in different parts of L.A. which are thought to mimic scenes in New York City that weren't feasible to be shot in Manhattan. Military crews arriving in the city and numerous explosions and firefights were reported to be carried out in these scenes. The crew then headed to finish up the film in New York City where they were centered around destroyed city street sets (see Say Cheese ! 'Cloverfield' Being Shot Right Now in NYC ), a shoot at Coney Island, and a shoot in Central Park. ( see Cloverfield Central Park Shoot Videos )
Teaser
1-18-08 Cloverfield Working Titles and Set Notes
The "Untitled J.J. Abrams Project" is called either 'Cloverfield' or '1-18-08' in most circles. However, when filming in L.A. and New York City the production team used many fake names like 'Chocolate,' 'Cheese,' and 'Slusho.' Hardcore fans of Abrams' "Alias" may remember "Slusho," a Slurpee-type beverage, from the second episode of the series when Vaughn offers one to Sydney.
IGN was able to get a copy of a shooting description during the L.A. 'Slusho' days that explained : "Exterior dialogue. Driving scenes. Occasional traffic & pedestrian control. Camera & equipment on sidewalk, street and property. 200 extras. Military vehicles. Destruction aftermath. Weapons brandished. Emergency vehicles with flashing lights. Exterior dialogue on fire escape on 8th floor." (see 'Slusho' Filming )
During the NYC shoot, a copy of the call sheet for the movie was snagged and published by New York Magazine. The movie shoot for that part of the movie involved scenes from Central Park and was being filmed under the fake title 'Cheese.' (see Paramount Cease and Desist )
The Cheese call sheet revealed a 33 day shoot with possible plot spoilers. Since the publication of the call sheet, Paramount's lawyers have officially sent out Ceased & Desist letters for the publication of the Cheese call sheet which gives weight to their being legit.
Cloverfield - 1-18-08 Cast
Only a handful of inexperienced and young actors have been confirmed for the 1-18-08 cast. The only major actor confirmed to take part in the film is Greg Grunberg (see Greg Grunberg Will Be In ‘Cloverfield’ ), who currently stars as police man Matt Parker on the hit NBC show, HEROES. Grunberg and Abrams have been friends for many years and it is almost a sure thing that Grunberg will pop up with a cameo in any Abrams project.
The lead role is slated for Michael Stahl-David who will play character Rob Hawkins, a businessman who is having a party at his NYC apartment the night before leaving to Japan.
Other cast members include Odette Yustman, Mike Vogel, Lizzy Caplan, Greg Grunberg, and Blake Lively.
MySpace profiles (see 1-18-08 Picture #5 And New Characters )have been created for the characters and can be found here:
http://www.myspace.com/jamielascano
http://www.myspace.com/robbyhawkins
http://www.myspace.com/lily_ford
http://www.myspace.com/beth_mcintyre
http://www.myspace.com/jj_hawkins
http://www.myspace.com/marlenadiamond
http://www.myspace.com/hudsonplatt
1-18-08 will be directed by Matt Reeves. Previous work by Reeves include writing movies such as The Pallbearer, The Yards, and Under Siege 2: Dark Territory. Reeves worked for JJ Abrams for the show "Felicity" for which Reeves not only wrote for but also directed a handful of episodes.
1-18-08 was written by Drew Goddard, who is another Abrams alumni. Goddard wrote and produced episodes for Abrams projects "Lost" and "Alias" as well as writing for cult favorites "Buffy the Vampire Slayer" and its spin off, "Angel."
Bryan Burk helped produced and his previous experience include working with Abrams on all his projects since "Alias"
J.J. Abrams created the 1-18-08 film for his Bad Robot Productions. Abrams has been the catalyst for multiple hit Television shows including "Alias," "Lost," and "Felicity." He made his feature film debut as director for Mission: Impossible III, which was the highest budgeted film for a first time director at around $200 Million.
"I have nothing against larger budget films, but as someone who's worked in television, I know that some pretty powerful stories can be told for somewhere under $200 million," Abrams said.
Although Abrams will direct the upcoming Star Trek film, he has expressed an interest in creating smaller budgeted films. Last summer Abrams signed multi-year movie deals, five years for Paramount and six years for Warner Bros., to make Abrams one of the highest paid writer-producers in Hollywood.
Cloverfield Posters - Series of Four
The 1-18-08 poster released during the 2007 Comic-con featured an image of the Statue of Liberty as seen from behind and having it's head ripped off. A water trail, evidence of something big, leads toward Manhattan where a gap of smoke and destruction open up. Prior to Comic-con a bootleg pic of the poster was revealed with the title 'MONSTROUS' at the top. (see 'MONSTROUS' Poster Explained )
This led many to believe it to be the title of the movie. However, JJ Abrams debunked that theory by saying that was not the title and it was one of 4 posters mocked up with adjectives describing the movie. Other titles are FURIOUS, TERRIFYING, and BARBAROUS with all but the last having been found.
Cloverfield - 1-18-08 Related Sites
1-18-08.com Contains photos which are draggable around your screen and now can be flipped over to reveal messages selected . Each photo is time stamped with the date 1-18-08
Slusho is a fake Japanese drink company. Think of it like a Slushee but apparently made from ingredients found from the bottom of the ocean.
More sites with 1-18-08 information:
Cloverfield Monster Is Not Voltron

It turns out that Haas was just a video game that the manufacturers were using the Cloverfield momentum to fuel their site.
The Voltron rumor surface immediately after people viewed the trailer in the theater mainly due to the misheard line near the end of the video where someone running down the street yells, "It's Alive. It's huge!"
Some people heard, "It's a Lion! It's huge!" and that began the Voltron rumor as many were thinking that the huge mechanical Lions the Voltron groups rides in is terrorizing New York City.
There are a lot of facts to disprove the Voltron theory but for some reason it keeps popping up. Someone wrote that IGN is riding that theory this week but that doesn't sound right. They're a good site that usually research theories before going online with them.
And it doesn't take much to kill this theory. One try and I can do it.
The Voltron theory people are overlooking one huge basic ingredient to making the Voltron movie : Paramount doesn't have the rights to the Voltron movies!
Paramount/Viacom has the rights to 1-18-08. JJ Abrams has contracts with Paramount and Warner Bros. to make movies/TV shows. Voltron's rights are owned by Fox (here) and they are should start filming later this year or early next year.
So, there you go. No time to dwell in all the other theories, like JJ saying it is a monster movie and confirming it was not a remake in any way, shape, or form. The Cloverfield/Voltron theory was dead before it hit the ground and to be safe we'll put it on the shelf right up there next to Ethan Haas for good measure.
Cloverfield Monster Revealed... In 1953?
The Beast From 20,000 Fathoms
Slusho Avatars and Japanese Newspapers
Cloverfield Clues is making us all look bad. Not only did they get the Slusho shirts already but they have also made up avatars ( here) based on the Slusho site.The odd assortment of characters you find on Slusho will probably never be fully explained. Of course, how could you explain why a cartoon horse is thinking of cheese or an oven mitt?
Slusho Newspaper is Nikkan San
The Slusho shirt Cloverfield Clues received in the mail the other day was wrapped in a Japanese newspaper and even had an odd reference to 'Godzilla!'
They have determined it to be the Japanese newspaper Nikkan San (here) or Japanese Daily Sun, a free paper from Hawaii.
Cloverfield Central Park Shoot Videos
Nooneimportant77 has 3 new videos (view them here) uploaded that show the shoot at the bridge talked about earlier. Not much is revealed except the use of professional grade cameras/equipment to shoot the scene and that these 2 characters are still alive and hiding from something.
Cloverfield 3 Monster Theory
"i don't know if this will give any clues, but i just found this. he ties in his shows all together usually right? name of the company for "what about brian" is Leviathan, which is a deep sea monster.... "
“I’ve become really addicted to learning more about this movie. I’m afraid it might consume my summer vacation. :X
But I love the theory about the three beasts. Okay, this is what I think.
So we all know that…Behemoth = Earth
Leviathan= Water
Ziz= AirIf you ago to the SLUSHO! site the downloads section takes you to a page where the two kids are in the air possibly being a clue for Ziz. On the homepage the kids are on the ground (Clue for Behemoth?). & When you go to the History section it takes you to the kids swimming underwater. [Leviathan]”
Monster from LeviathanFor example, when they made the T-Rex roars for Jurassic Park it had a combination of animals (Tigers, gators, stuff like that) that were mixed together to create the organic and unique sound of the Rex. I kinda get that impression from the trailer that this audio clip of the monster is manufactured like that.
1-18-08 Movie Trailer
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
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.Contact Me

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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"
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