Cloverfield Sets Potential Audience Members on Apocalyptic Scavenger Hunt

Movie Marketing Madness wrote a really detailed column about the guerrilla campaign for Cloverfield, the New York apocalypse horror film that was seeding images of a headless Statue of Liberty long before it had a name to call its own. (Is that a metaphor for our lives?)

From what we can tell it involves a camera, a party and the end of the world. Naturally, hijinks ensue.

MMM details how the campaign first started -- as a nameless trailer preceding a kind of scavenger hunt -- and how it developed over time. It consisted of two separate efforts targeting different audiences.

The whole thing's very Halo 2 "I love bees." Nine Inch Nails also did something like this for "Year Zero."

The agency behind the Cloverfield effort remains a mystery, but we're going to guess it was 42 Entertainment. (Correct us if totally off-base.)