Producer Burk explained the viral tie-in, "It was all done in conjunction with the studio... The whole experience in making this movie is very reminiscent of how we did "Lost"." Director Reeves described Slusho! as "part of the involved connectivity" with Abrams' "Alias" and that the drink represented a "meta-story" for "Cloverfield". The director explained, "It's almost like tentacles that grow out of the film and lead, also, to the ideas in the film. And there's this weird way where you can go see the movie and it's one experience... But there's also this other place where you can get engaged where there's this other sort of aspect for all those people who are into that. All the stories kind of bounce off one another and inform each other. But, at the end of the day, this movie stands on its own to be a movie... The Internet sort of stories and connections and clues are, in a way, a prism and they're another way of looking at the same thing. To us, it's just another exciting aspect of the storytelling."