Cloverfield is one of the most intriguing sci-fi franchises out there today. It’s something that can always generate a miraculous amount of hype based on the name alone, even if people know virtually nothing about the latest installment. That’s all because the first movie – directed by Matt Reeves, written by Drew Goddard, and produced by J.J. Abrams – broke ground in viral marketing from the time the first teaser trailer debuted with Transformers in July 2007 to when it hit theaters in January 2008.

The Alternate Reality Game (ARG) setting up the film became more than an easter egg hunt. Breaking down the ARG and finding all the clues were as fun for ...

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