Cloverfield - Mystery Teaser Campaign
Submitted by pitchseek on Thu, 06/26/2008 - 13:05. 
Website:
http://www.cloverfieldmovie.com/Short Description:
A viral marketing campaign where no title was given, just a release date was used to spark interest and create mystery before it's release Situation:
Release of a new movie over the highly competitive Christmas period called for a creative teaser campaign to spark interest and mystery.
Strategy:
Paramount Pictures encouraged the teaser to be released without a title attached, and the Motion Picture Association of America approved the move. As Transformers showed high tracking numbers before its release in July 2007, the studio attached the teaser trailer for Cloverfield that showed the release date of January 18, 2008 but not the title. A second trailer was released on November 16, 2007, which confirmed the title. The studio had kept knowledge of the project secret from the online community, a cited rarity due to the presence of scoopers that follow upcoming films. The controlled release of information on the film has been observed as a risky strategy. Website: The implementation of puzzle websites was used to create further online interest, www.1-18-08.com was the first site released and it contained a collection of time-coded photos for visitors to piece together a series of events and interpret their meanings; the pictures can also be flipped over – by repeatedly and rapidly moving the mouse side to side.
Results:
Cloverfield grossed US$40,058,229 in it's opening weekend and was displayed in 3,411 theaters. People were drawn in to the campaign by the mysterious, unnamed trailer and the unusual take on a disaster movie. Consumers were also voluntarily passing on related youtube videos and websites proving success in viral marketing strategies.
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I agree
Although I think some consumer groups may have found that annoying and forget about it because there is no way to retain brand recognition
Awesome Teaser
By not providing the actual name of the movie until close to the release date, they were able to draw large crowds of curious viewers. This is a great marketing technique as potential customers voluntarily pass on the film clip to their friends because it is different, cool, or interesting.