Consider starting here to read the whole story of Benjamin Stove's painting, as written by Tucker, the owner of the site and currently of the painting. I laughed a few times, and I am now genuinely intrigued.
This is vaguely reminiscent of the months I spent searching for hidden links on the old Blair Witch site before the movie was publicly released. What is it about mysteries that is so compelling?
ETA: Yeah, I figure it's a web game of some kind. The idea had vaguely occurred to me, but frankly, I thought that if was a little too oddball to be marketing. It doesn't look like anything you could build a movie off of. But the site is awfully slick looking. Who knows? At any rate, it seems like good fun.