One site I used to reference a lot for Cloverfield clues and finds were the forums at unfiction. This group researched clues and analyzed everything under the sun to help make some great discoveries. Now that "Cloverfield" has become more traditional media publicity (TV commercials, radio, magazines) and less viral the forums are less useful to the average bear but are still a great reference to fans wanting to know all about the movie or just get started.
A good news feed like Google can email me updates on "Cloverfield" when they occur which saves me a lot of time searching various sites and forums. However, there's no denying a lot of the early legwork in finding clues and websites for "Cloverfield" was done with sites like the unfiction forums.
What are Alternate Reality Games (ARG):Viral marketing and ARG's can hurt and help movies, like "Cloverfield." Critics complain the viral and ARG information is just publicity marketers use to exploit fans. It's easy to lose interest if the movie becomes complicated. No one wants to have to study the night before to watch a movie.(from unfiction) A cross-media genre of interactive fiction using multiple delivery and communications media, including television, radio, newspapers, Internet, email, SMS, telephone, voicemail, and postal service. Gaming is typically comprised of a secret group of PuppetMasters who author, manipulate, and otherwise control the storyline, related scenarios, and puzzles and a public group of players, the collective detective that attempts to solve the puzzles and thereby win the furtherance of the story.
"Alternate Reality Games (ARGs) have become an incredibly powerful viral marketing and audience engagement tool over the last couple of years. However, the elements of a successful ARG remain a mystery to most people. Some of the most successful ARGs that I have participated in over the past few years were the I love bees campaign for Halo 2, the Iris campaign for Halo 3, the political dystopia campaign, for NIN's Year Zero, and most recently the Harvey Dent political campaign for the upcoming The Dark Knight movie."
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