Neurocam. A billboard appears near a Melbourne freeway entrance inviting people to "Get out of their mind". "Those who follow the instructions on the neurocam website are assigned missions, with the threat of grave consequences should these tasks not be carried out. Individuals prove their mettle by completing progressively more complex, riskier assignments - possibly of questionable legality." from the Age article linked below. Is it an art project, a cult, a marketing ploy, a game or a psychological experiment? Neurocam says none of these. Melbourne's Age newspaper investigates (free reg sometimes req'd). You can also read some blogs from participants here and here. Plus it seems to have something to do with this place dealing in Human Possibility(TM), which makes as little sense as the rest of it. I'm such a cynic, I still think it is marketing something, but it is fairly extreme.