— THE SOCIETY OF THE SPECTACLE

http://0100000101101100.eu/

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A common theme that runs through J.J Abrams films is the obscure marketing techniques that surround the main event. Starting with Cloverfield, a huge cult built around abstract sites such as Slusho.jp, JamieAndTeddy.com and 1-18-08.com, which offered snippets of backstories and context for the characters, or alternatively, none of that. With Star Trek, Abrams and his team have gone to a whole other level with the details and complexity of this Easter Egg Hunt. My first interaction with this was via Cloverfield Clues, and the deeply obscure site http://0100000101101100.eu, take a look at that and see if you can find anything to go on… And then, watch the video below that reveals the whole journey that players of this ARG (Alternate Reality Game) were taken on. The picture will make sense then…  Fantastic

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