‘10 Cloverfield Lane': Everything You Need to Know From the Viral Campaign

     March 10, 2016

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Welcome to the wonderous world of the 10 Cloverfield Lane ARG. What the hell is an ARG? Well, if you’re not familiar, let me introduce you to the Alternate Reality Game — an obsessive, time-consuming and, when done right, a delightful form of gaming that brings the fictional into the real world and vice-versa. ARGs play out across multiple platforms in tech and real-life mediums, engaging the players in a treasure hunt of sorts to find the clues and solve the puzzle.

In this case, the puzzle is 10 Cloverfield Lane, the highly-anticipated quasi-followup to Cloverfield — a film which helped pioneer the ARG as a form of marketing. If you’re anything like me, you probably spent a significant chunk of 2007 engrossed in the gameplay, scouring the net for clues about the mysterious monster set to devastate Manhattan. There hasn’t been a film-based ARG that could compete in the years since, but thankfully, with 10 Cloverfield Lane, the folks at Bad Robot saw fit to introduce a new game that not only matches the quality of its predecessor, but levels it up in a lot of ways.

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Image via Paramount Pictures

If you haven’t spent the last eight weeks glued to a computer screen trawling for tidbits, I’ve got you covered. Below you’ll find a fairly in-depth recap of the game to date (which I intend to update as more comes along) and all the clues it’s provided to the mystery of 10 Cloverfield Lane. Fair warning — this post is a beast. If you’re into this kind of thing, you’ll find plenty of info and links to dig into, but if not, I’ve provided a handy recap of the most salient information at the bottom of the post. Now, without further ado, let’s get this (very nerdy) party started.

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