Unlike most viral marketing campaigns, this one had virtually nothing to do with the film's plot or characters. Instead it focused mainly on the fictional drink Slusho! and the fictional company Tagruato. Puzzle websites containing Lovecraftian elements, such as "Ethan Haas Was Right", were originally reported to be connected to the film. On July 9, 2007, producer J. J. Abrams stated that, while a number of websites were being developed to market the film, the only official site that had been found was 1-18-08.com. At the site, which now redirects to the Paramount Pictures home page, a collection of time-coded photos were available to piece together a series of events and interpret their meanings. The pictures could also be flipped over by repeatedly and rapidly moving the mouse side to side. Also, if the page was left open for six minutes, the monster's roar could be heard. Eventually, Cloverfield Movie.com was created. The site provided both a trailer and a number, 33287, which, when texted from a mobile phone, provided a ringtone of the monster's roar and a wallpaper of a decimated Manhattan. This eventually turns out to be a Paramount number (people later received material on "Iron Man", "Indiana Jones and the Kingdom of the Crystal Skull", "Kung Fu Panda", and "The Love Guru").