10 Cloverfield Lane Viral Marketing Reveals "Long-Term Shelter Supply," the Eiffel Tower

Monday, 01 February 2016 - 11:06AM
10 Cloverfield Lane
Monday, 01 February 2016 - 11:06AM
10 Cloverfield Lane Viral Marketing Reveals "Long-Term Shelter Supply," the Eiffel Tower
Cloverfield burst onto the scene with a surprise trailer and a spate of viral marketing, and now it looks like its "blood relative," 10 Cloverfield Lane, is doing the same. After the surprise reveal of the trailer earlier this month, the guerilla marketing campaign is in full force, and it includes fake products to survive the oncoming nuclear apocalypse and an Eiffel tower puzzle.

10 Cloverfield Lane is a new Bad Robot film that follows a young woman (Mary Elizabeth Winstead) who wakes up following a car accident in a mysterious bunker and is told by a stranger (John Goodman) that the outside world is uninhabitable from a chemical attack. The movie has some connection to the 2008 found-footage creature feature Cloverfield, although we don't know whether that connection will qualify it as some sort of sequel, or whether it'll be a glorified Easter egg.

Now, several sneaky marketing stunts have started to come out for the film, mostly from Swamp Pop, which the characters were shown to be drinking in the trailer. They're featuring a fake product on their website called "Long-Term Shelter Supply," which supposedly contains enough rations to survive 15 years in a bunker. It's shown as "sold out" on the website, which is a good thing, because otherwise it would cost $4,813, which is the number that was punched into the jukebox in the trailer.

But even more elaborate (and collaborative) is a complete puzzle that has been sent out to fans a few pieces at a time. Fans have been receiving a few puzzle pieces with their Swamp Pop orders, and they, of course, took to Reddit to upload photos of their puzzle pieces and photoshop it all together. When the puzzle was virtually completed, it revealed the Eiffel Tower. This could mean something in the context of the film (although probably not the location, as Cloverfield is famously the exit that J.J. Abrams uses to get to his Santa Monica office), or it could just be the actual puzzle that the characters are completing in the trailer.

We'll likely be seeing a lot more of this viral marketing campaign, especially since they need to make up for a lot of lost time. 10 Cloverfield Lane comes out in theaters on March 11, so we'll have to see if we can figure out whether the Cloverfield monster was responsible for the "chemical attack" before then.

Via io9.
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10 Cloverfield Lane