http://www.radiotimes.com/news/2012-03-02/sherlock-flyer-campaign-mystifies-us-students

"Watson's Warriors" plaster college with posters as Cumbermania goes global...
Students at an American university have been left perplexed by a series of flyer campaigns across their campus in recent weeks.

"Moriarty was real," read one of the leaflets. "Richard Brook is a lie," stated another. Surely this was a case for Sherlock...

But before anyone had time to call the fictional sleuth, pictures of Benedict Cumberbatch, along with the phrase "I believe in Sherlock Holmes", began appearing in large numbers around Dunlap Hall at North Georgia College and State University.

The need for a detective, fictional or otherwise, was negated when a mysterious group of students calling themselves Watson's Warriors took responsibility for the silliness.   

"This is not really a geeky campus, I just wanted to see what kind of reaction the flyers would get," a student named as Watson’s Warrior No 1 told the university newspaper.

Apparently the message was simple: "Watch the show, it’s fantastic." The show in question was of course Steven Moffat and Mark Gatiss's Sherlock, which is making waves Stateside - just as it is across much of the world.

But the mystery did not end there. A few days later, a second wave of flyers began appearing across campus, this time stating "I believe in Moriarty", apparently in support of Holmes's arch nemesis. Team Sherlock immediately retaliated, writing pro-Holmes messages on chalkboards around the campus.

After a bitter battle - and as university noticeboards began to run out of space - the warring factions called a truce.

But before you write in suggesting this is a frivolous Friday non-story, consider what Watson’s Warrior No 2, a NGCSU sophomore, had to say: "The flyers were the most exciting thing I’ve seen on campus!â€

Case closed.