1. Cloverfield – The viral campaign
Definition of
viral marketing
A method of product promotion that relies
on getting customers to market an idea,
product, or service on their own by telling
their friends about it, usually by e-mail- a
carefully designed viral marketing strategy
ripples outward extremely rapidly
Definition of
guerrilla marketing
Highly aggressive marketing that uses
unconventional, attention-getting
techniques to get maximum results
from a minimal effort. Examples of
guerilla marketing include placing
signs in highly visible but unexpected
locations or inserting business cards
into relevant books at a bookstore.

2. Cloverfield campaign arg?
• An alternate reality game (ARG) is an interactive narrative that uses the
real world as a platform, often involving multiple media and game
elements, to tell a story that may be affected by participants' ideas or
actions.
• The Cloverfield ARG is the multimedia created for the film through
primary use of the internet, as well as other media. The ARG for
Cloverfield includes, 1-18-08.com, and anything else that appears outside
of the film that's used to promote or add to the story of the film. ARG
components are often used in film and video game promotions.

3. Slusho Website and associated
activities
• Viral websites for Slusho! and a Japanese drilling company named
Tagruato were launched to add to the mythology of Cloverfield.
• The director explained, "It's almost like tentacles that grow out of
the film and lead, also, to the ideas in the film. And there's this
weird way where you can go see the movie and it's one
experience... But there's also this other place where you can get
engaged where there's this other sort of aspect for all those people
who are into that. All the stories kind of bounce off one another
and inform each other. But, at the end of the day, this movie stands
on its own to be a movie. The Internet sort of stories and
connections and clues are, in a way, a prism and they're another
way of looking at the same thing. To us, it's just another exciting
aspect of the storytelling."

4. Cloverfield myspace pages
• As part of the viral campaign cloverfield set up
several myspace pages for the characters of
the movie, adding to the enigma being
created it all links in to the Arg

5. explanations
• Tagruato – Japanese Drilling Company that
also owns underwater drilling and oil rigs
• Slusho – japanesefrozen drink created by
tagruato, containing a “special ingredient”
mined from the bottom off the seabed
• Jamie and teddy videos – the video diaries
from jamie to teddy are creating hype about
the movie and and giving the audience little
bits of information at a time. + word of mouth

6. success
• Cloverfield was a huge success at the box
office. The film had a three-day opening
weekend of $41 million
• the internet viral campaign generally requires
dedicated fans, and almost entirely excludes
anyone else. People were either really
anticipating Cloverfield or had no clue about
it. But even those who didn’t know much
about Cloverfield, knew just as much as those
who were following the campaign!