Do you remember Slenderman, the creepy internet character that figured into a brutal teenage stabbing case in 2014?
To some people, Slenderman was part of what is called an "alternate reality game." No, not like Pokemon Go, which is an "augmented" reality game -- think of them more like puzzles and interactive narratives that supposedly take place in the real world and are told over various platforms. It's a souped-up version of a myth, and part of the fun of an ARG is immersing yourself in the make-believe of it all.
Slenderman, a modern myth
Sound familiar?
There's no hard evidence to suggest this clown fad is actually part of an official or organized alternate reality game, but given the way it's spread and documented online, it's not hard to imagine the spirit of ARGs has infused some of the storytelling. Imagine this situation: Someone dresses up like a clown or leaves a clown artifact around for someone else to find and document.