Monster mania hits the internet

A shroud of rumour and speculation has enveloped the blogging community, yielding question after question but very little in the way of accurate information. A film project surrounded in secrecy has been teasing the world since its now infamous untitled trailer aired with advanced screenings of Transformers in the summer. For a long time we have known its release date, 1-18-08, but now it has been given a name. Cloverfield is, in short, a film about a giant monster terrorizing New York.

While inevitably invoking thoughts of Godzilla and other awful monster movies, it should be stressed that any similarities end there. In the hands of Lost creator, J.J. Abrams, Cloverfield could be the monster film everyone has been waiting for. Shot on handheld cameras from the point of view of five young friends provides a realistic documentary feel to the surreal event. However exciting the film sounds, it is the way the film has been marketed that has served to fuel this growing fever.

Fans of the popular TV series Lost, are abundantly clear of the frustrating nature of being left in the dark. But as a marketing ploy, it serves to increase audience appetites and keep them coming back for more. J.J. Abrams, is almost unparalleled in understanding how audiences work. Set up the premise, deliver a big juicy hook and keep them on the line, reeling them in with steady exchanges of information.

Applying the concept to Cloverfield, the teaser trailer was employed to catch peoples attention. Unleashing a giant monster on New York city generally manages that. Details of the monster, however have been kept a closely guarded secret; so of course everyone has their own ideas. Ranging from Godzilla, Voltron and Cthulhu to the artistic renderings of committed fans. Everyone wants to know what the Cloverfield monster is. The release of a second trailer last week in which, if you look closely and don't blink, you may catch a glimpse of the monster as it passes by a New York skyscraper, has only intensified the speculation.

The internet and blogging communities, where everyone can share their ideas to a readership much larger than previously possible, have exponentially expanded the global reach of a product, idea or message. Let other people do it for you; It's a marketing dream.

Aware that leaving the public to its own devices could leave a stagnant trail, the Cloverfield team have been tactful in releasing small nuggets of information and clues, often hidden in obscure webpages. For instance, a website for a new Japanese drink called Slusho, is reportedly a cover containing numerous clues to the film's plot. This was confirmed after a Slusho T-shirt was spotted being worn by a character in the trailer. A full list of clues and ideas has been collected here.

Through this effective viral marketing campaign, Cloverfield has already become a phenomenon. It can only be hoped that the hysteria can be maintained into the theatrical release. After all, there is no guarantee of success. Cries of Snakes on a Plane, which managed to create a high level of hype that ended up being artificial as it failed to attract large audiences, should not fall on deaf ears.

Although there is a risk in keeping details limited and the masses unaware, the rumour wheel surrounding Cloverfield and its coveted monster creation has been cranked up several gears, accelerating by word of mouth. Positive word of mouth can't be bought but remains the most valuable and important marketing phenomena. Cloverfield has certainly got people talking. Slusho anyone?