There's been so much going on with the viral marketing backstory that I thought it might be a good idea to do a quick summary to get everyone up to speed.
We start with our main man, Rob, and his friends. Via MySpace, we discovered that Rob has decided to take a job overseas with Slusho. This is most likely due to his unrequited feelings for Beth who has been dating other people. His friends, including Hawk, Hud, Marlena, and Lily, have decided to throw a going away party for him on January 17th.
Meanwhile, one of Rob and Marlena's friends Jamie, has been having romantic problems of her own. Her boyfriend Teddy, who she has been sending video messages to periodically, has disappeared. She assumes it's because he's found someone else, but a package she received from him indicates he was wrapped up in a "cause" bigger than that. She disregards his recorded pleas for help, even going so far as to eat "evidence" that he sent her which he specifically said not to eat and to keep frozen. This evidence was most likely a sample of deep sea nectar, the secret ingredient to Slusho.
Slusho and the deep sea nectar are the products of a mega corporation named Tagruato. The company has its fingers in a lot of different pies, including deep sea drilling and space satellites. Recently, the company has found itself at odds with a group of eco-radicals calling themselves TIDOWave. TIDOWave sees Tagruato as a threat and had planned to raid the newest offshore drilling station Tagruato had set up; a station known as the Chuai station. It has been hinted that TIDOWave is the "cause" that Teddy was working for, and his disappearance may be the direct result of what recently happend at Chuai. Their raid was ill-timed, as they were onboard Chuai when it vanished.
This brings us to recent events. The Chuai station was completely destroyed by an unknown force. Prior to its destruction, an earthquake was detected nearby and Tagruato had posted in a press release that a piece of a satellite had fallen in the Atlantic Ocean. The catasrophe at the station was recorded by multiple sources and was the topic of international news releases that appeared over the weekend on YouTube. Of special note is in the footage of the collapse of the station a loud roar is heard repeatedly (one which we should all recognize by now). After the station disappeared underwater, large pieces of debris were forcefully ejected vertically from the water. They looked like they were blown or shot upwards by mean unknown at this time.
Tagruato blames TIDOWave for the disaster, but it's apparent that the radicals don't have the means to demolish a station like that. In fact, they posted up themselves that they were surprised the station was just -gone-. In the aftermath, Tagruato has been hunting down TIDOWave and have sent the remaining members into hiding (as most of the radicals were onboard the station when it collapsed and their whereabouts are unknown).
So, for us, that means that we've had our first appearance of the Cloverfield monster that will arrive in NYC for Rob's party. Why it woke up, why it destroyed Chuai, and why it proceeds on to New York are still a mystery. However, what we do have is the classic setup found in most monster movies (especially Godzilla) that precedes the city stomping we love so much.