http://kotaku.com/fans-unite-to-solve-b ... 1710794373
The motorcross game had a fun easter egg in the of textures containing a message, which lead to an unlockable background song.
Turns out this stuff is way, way more complex than initially thought.
This was the first time that the Trials Evolution riddle entered the real world. These were very real instructions to very real locations. All we had to do was find what was located there.

And people thought it was just a motorcross arcade title.
Now I like a good ARG like the next (Portal2's comes to mind) but Jesus Christ this is insane. Especially considering this game is from 2012 and the ARG is still going.