10 Cloverfield Lane: A Complete Guide To The Viral Marketing

13. Swamp Pop - Long-Term Shelter Supply

Due to the company really existing, much of what's on the Swamp Pop site isn't going to link to 10 Cloverfield Lane, but this ".Long Term Shelter Supply" (which I suspect has that dot before it to make sure it doesn't get muddled in with the site's proper operations) must. Because of this, several fans enquired about this "special request" item and got a very interesting stock reply:

Thank you for your interest in the long term shelter supply. Due to unf.oreseen circumstances on the eastern seaboard we have had an interruption to our supply lines. We apologize for the inconvenience as we realize time is of the essence. We will add you to the waiting list and a representative will contact you to assess priority as soon as the shelter supply packages are once again available for purchase. How's the weather in Pleasant Hill?

Presumably those "unf.oreseen circumstances on the eastern seaboard" are meant to be taken as the events of the original Cloverfield - Manhattan was levelled to stop the monster, which not only places this ARG within the same universe, but also points towards the monster being stopped or at least life elsewhere otherwise still continuing. The Pleasant Hill reference is an odd one, but seems to point towards some in-game character being in California or perhaps reaffirming the safety on the west coast.