Viral marketing and viral advertising refer to marketing techniques that use preexisting social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. […] Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.
Cloverfield had its first exposure as an unnamed trailer before the movie Transformers. The subsequent online viral marketing campaign for the film is remarkably complex, making use of everything from fictitious company websites to MySpace profiles for the film’s main characters. This even includes an appearance of Slusho in the TV series Heroes. This caught much attention and soon after, several web sites bloomed to provide full coverage on hints and developments of Cloverfield.
So if you feel that you have been missing much of the action, you may visit Geeks of Doom which has a great summary of Cloverfield and how each viral websites are related to the movie. This will definitely give you a even more complete picture of the movie and the various plot lines.