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 www.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.