J.J. Abrams Continues Doing Cryptic, Frozen Treat-Based Viral Marketing

August 11, 2010

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If you followed the tiresome viral campaign that accompanied Cloverfield, you may recall the name "Slusho" being thrown around a lot. In the lore of the J.J. Abrams-produced hit, Slusho was some sort of ICEE company based out of Japan or something, and its existence somehow triggered the giant monster attack in ways I'm still not entirely clear about. Slusho's parent company's ocean drilling did it, maybe? It doesn't really matter. A monster fucked some shit up, and then everyone from the Island was there. The end.

Well, for his latest film, Super 8, J.J.'s at it again, this time with popsicles instead of Slurpees. Some secret online thing already turned up this mention of Rocket Poppeteers and a secret code; now, those who were on the proper mailing list--like Flex at MovieGod--have received the above letter about the Rocket Poppeteers Astronaut Program. Presumably, cracking the code and counting the number of stars or something will open up a gateway to Abrams' mind--which is either cool or exhausting, depending on how much you freeze-framed Lost. I'll wait for the Star Trek 2 gelato campaign.

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