Deception Marketing (II)

There's guerrilla marketing, buzz marketing and word-of-mouth marketing, then there's just plain deception marketing.  My coworker, Wes, tipped me to this little diddy about suspicious sudden interest in Halloween masks of the Burger King mascot.

Not that the character isn't creepy enough to make a good halloween mask, mind you.  But is deception the most effective way they could think of to build buzz?