When you first visit the site for the film -- now in production for a July 20, 2012 release -- you'll land upon a black screen accompanied by a track featuring eerie chanting. Fans were originally baffled by the site, but one intrepid SuperHeroHype Forums member named "Riskproduction" used an audio program to discover that the spectrum in the audio spells out "#thefirerises."
That hashtag led the fan to the Twitter account @TheFireRises, which features several tweets linking to another site, featuring an image of actor Tom Hardy as super villain Bane.
It's not a run-of-the-mill snap; it's composed of Twitter or Facebook profile photos of folks who chose to share the site on those social networks by clicking "Add Me" in the upper-left-hand corner.
Overall, this is a brilliant campaign: Baffle your diehard fans enough that they'll devote time and energy to cracking the code, setting off a viral avalanche of interest as people share their discovery across social networks.