I love this. Xbox 360's new viral campaign sees strange signs cropping up all over real-world locations with the promise of some sort of resolution at the end of it all. "The Beginning is Nigh" -- surely a reference to the 360's imminent release? Or could it be that Halo 3 announcement that everyone's been praying for?

For the rest of the world, unaware of Microsoft's odd marketing tactics (wish they were so inventive for their OS launches) this could all seem mildly disturbing.

The sign is a puzzle, and it is a promise: “I will bring them together to witness the New Beginning before the rest of the world. And I will reward them with a physical manifestation of the power of this sign.”

Spooky.