Morpheus Media Mlog » cloverfield http://www.morpheusmedia.com/mlog Just another WordPress weblog Thu, 06 Jan 2011 22:20:36 +0000 http://wordpress.org/?v=2.8.5 en hourly 1 Cult of Experts http://www.morpheusmedia.com/mlog/morpheus-media/cult-of-experts/ http://www.morpheusmedia.com/mlog/morpheus-media/cult-of-experts/#comments Wed, 30 Jan 2008 17:53:00 +0000 Eric Herbel http://www.morpheusmedia.com/mlog/?p=111 With the opening of the hit movie “Cloverfield” just barely making it into the rearview mirror, it’s wise to quickly glance at what lessons can be taken away from this latest endeavor put out by J.J. Abrams.
Cloverfield
Lucky for us Corilyn Shropshire of the Houston Chronicle has done all the work already, which can be found here. Well at least most of the work, Morphians Rob Coghan and Halie Ritterman were invited to lend their expertise in unraveling the mysteries of the overwhelming appeal Abrams seems to have among the movie going audience.

As far as I can tell, Abrams’ strategy is one of confusion and chaos mixed with inferred meanings and cryptic messages. But that’s just me. I’m still looking for Nemo.

But for a stronger understanding of just what the magic is that Abrams has seemed to bottle, take a look at the insight Natasha Ivankovister provides in her blog post from last month.

As for me, I’m gonna keep looking for that fish.

]]> http://www.morpheusmedia.com/mlog/morpheus-media/cult-of-experts/feed/ 0 How To Spread A Virus: http://www.morpheusmedia.com/mlog/the-business-of-business/how-to-spread-a-virus/ http://www.morpheusmedia.com/mlog/the-business-of-business/how-to-spread-a-virus/#comments Thu, 27 Dec 2007 18:21:40 +0000 Natasha Ivankovitser http://www.morpheusmedia.com/mlog/?p=88 Ever wonder how ideas spread?

More specifically, did you ever wonder how to start a campaign to initiate the active proliferation of content? The teams at Bad Robot and Paramount Pictures recently devised a progressive example of how to create content that is poised to be viral with their viral marketing campaign for J.J. Abrams’ new movie, Cloverfield.

The producer of the film has been seeding his cult-like fan base by releasing minimal, yet prescient information about the movie through various hints such as www.slusho.jp and by releasing the trailer for the film without a title. Also, the official site wCloverfieldww.1-18-08.com features a mere collection of film stills as photographs.

The minds behind Cloverfield have now taken the online advertising campaign one step farther by launching a Cloverfield Widget Contest in which eager fans are encouraged to download a widget of the second trailer for the film. The widget is supported by various blog and social media sites. When the widget is grabbed by a visitor and they download it onto their desired site, it counts as a share for the original discloser. The top twenty fans with the most shares receive a prize. First place is a preview screening of Cloverfield in the winner’s home town. Rules and directions for the contest are more clearly outlined at cloverfieldclues.blogspot.com.

Abrams’ fan base of devoted Lost enthusiasts is accustomed to spreading and piecing together leaked news regarding his projects. The Cloverfield Widget Contest is likely be picked up by an audience that has been conditioned to take an active role in the story telling process, and in turn, be a vital part of the advertising campaign as well. Though most advertisers do not promote their brands in as inventive a manner as those involved in the productions of J. J. Abrams’, other online marketers should learn from such an innovative example of how to engage an audience and spread interest and awareness in a product.

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