You may have not seen this yet, but there is a small subset of the internet currently playing detective due to a creepy video that went viral earlier this week.
While it's only received just over a million views so far, those that have watched have expressed an insatiable curiosity to this mysterious content.
Navigate through to some of the theories on this video. Read through the comments on YouTube. It's become quite an worldwide treasure hunt of sorts.
What do I think about this? It's another example of how high quality obscure artwork in the form of a marketing video can pique the curious human mind. Of all of the theories out there right now, I'm on team "promo material." It's hard for me not to be convinced that this isn't some sort of a teaser campaign for Dan Brown's forthcoming movie, Inferno.