Sounds like a Neanderthal version of a Lost's Badge quests at defcon.When Rebirth was released game designer Edmund McMillan was disappointed that The Lost unlock was data mined before the community had a chance to figure out the elaborate in game clues. McMillan said that he had figured out a way to make sure that didn't happen again.
That thread details an ARG that started with a tiny patch that changed the icon for the Generous achievement that contained clues in a trail culminating in a few guys digging up a greed statue in Santa Clara. This was all tracked by the game devs and when certain real world activities were completed they released a new patch with the hidden character and his unlocks.
Reading Daemon right now so interesting to see what happens when the same thing is used in a plot to manipulate, and murder.