NewsFlash: Strange(r) Teaser from JJ Abrams?

J.J. Abrams' production company, Bad Robot, released a mysterious teaser on its YouTube channel on Monday. The video is called "Stranger" and is just over a minute long, ending with the tagline "Soon he will know." Although there has been no confirmation from Bad Robot, the internet has decided that we're being teased as part of a promotion for Abrams' upcoming co-written novel, titled S. A Novel.

S. is co-written with Doug Dorst, author of Alive in Necropolis. (When it came out, I read about 25 pages of Alive in Necropolis, got bored, put it away, and then donated it a couple weeks ago.) The publisher, Mullholland, has been awfully secretive about the book, refusing to reveal its cover, although their catalog does have a description: "In his first-ever idea for a novel, Abrams conceived of and developed a multi-layered literary puzzle of love and adventure. At its core, we have a book of mysterious provenance. In the margins, another tale unfolds: hand-scribbled notes, questions, and confrontations between two readers. Between the pages, online, and in the real world, you'll find evidence of their interaction, ephemera that brings this tale vividly to life."

That sort of multimedia interactivity would make a YouTube trailer for a novel make as much sense as any of Abrams' other multi-platform works. The novel sounds interesting, although it also sounds a bit like a cross between Mark Z. Danielewski's House of Leaves and a wacky scavenger hunt organized by the Man in Black.

Thoughts?