Sony started a viral campaign for Hadouken Cabs, a fictitious cab company that would lead some to assume that a Street Fighter title is coming to the PS4. Check out this craziness from VG.
The commercial shows "Ryu" as a cab driver guaranteeing to pick you up in "less than 99 seconds." As far as odd goes, this commercial takes the proverbial cake. The end of the teaser shows a website for Hadouken Cabs and a flash of the DualShock 4 controller. Finally, it ends with #4theplayers with the number 4 obviously in reference to the PlayStation 4.
With Xbox One locking in Killer Instinct and Capcom in and out of financial trouble, it isn't completely out of the realm for a timed exclusive of sorts.