I'll fill this one under major disappointment.
When will publishers learn? You don't make this mysterious website teaser and leave clues everywhere, sending the internet in a tailspin, only to have it be a mediocre -- at best -- reveal. Because even if there was some interesting bits about whatever you announce, it's still going to look like a stinking pile of excrement next to what people hyped it up to be (I even saw one site saying it was for an Uncharted 4 reveal - morons!).
It turns out, that weird, cryptic Norwegian stuff going on the other day was indeed related to Uncharted, but is nothing more than an alternate reality game. The game is an "interactive treasure hunt" for real-life prizes like a PlayStation Vita. Cool enough, but not worthy of a teaser site, viral videos, etc., nor was it worth the internet hype. But that's what the internet does, and these publishers should know better.
Well, I'm glad it's all SLUT now. You'll have to listen to this week's episode of Game Revolution Radio (coming in a few hours) to find out what that (SLUT) is all about.