The document discusses the marketing campaign for the 2008 film Cloverfield. A series of clues and viral marketing techniques were used to generate buzz without revealing many details about the film's plot. This included a teaser trailer with the producer's name, a website with just a release date, social media pages for the characters, a downloadable widget with film clips, and an alternative reality game centered around a fictional company involved in the film's story. The goal was to engage audiences and spread word-of-mouth promotion using immersive viral methods inspired by the found footage style of the monster movie.

1. The Campaign
Creating a Campaign
Case Study: “Cloverfield”

2. Cloverfield (2008) J.J.Abrams
– development of ideas
= Cloverfield (2008)
Escape From New York (1981) Godzilla (1998) Blair Witch
Project (1999)
Plane Crash Monster First Person /
Handheld

4. Verisimilitude to 9/11
'monster movie for the YouTube generation’

5. Distribution and Marketing
http://www.launchingfilms.info/

6. THE MARKETING CAMPAIGN
Cloverfield A Series of Clues were laid out for the audience:
• The teaser trailer provided one piece of important information, the name
of the producer JJ Abrams = sci-fi / horror
• The web page –just a date http://www.1-18-08.com/
• The official website contained links to social media -Facebook & My
Space pages created by the characters in the film
• A Widget was available for download from the website –which played a
few minutes of the film, and could be added to blogs / websites
• To download the widget, people had to register their details, which
automatically entered them into a competition
• Word of Mouth marketing, where people promoted the film by passing
information virally

7. Cloverfield
THE MARKETING CAMPAIGN
• An Alternative Reality Game , centred around a fictional Japanese
company Tagruato and its subsidiary Slusho!
• The company was attacked by a monster and was featured in several
fake news reports
• Slusho! ran an online competition for people to create an advert for the
frozen soft drink
• Slusho! is the company that the character, Rob was taking a job with, in
the film
• A Prequel Manga film was created Cloverfield/Kishin , which bears a
resemblance to the monster in the film