Dive summary:

• Google’s Niantic Project launched the Field Trip app for Android and now becomes focus of puzzle.
• The story line for Niantic Project is scheduled to continue throughout November on Twitter, Facebook and Google+.
• Trailer emphasizes “What is the Niantic Project?” with conspiracy-theory style questioning.

From the article:

There is obviously some connection to Niantic Labs here – why else would Google use this name otherwise? Niantic Labs is run by John Hanke, who was the CEO of mapping startup Keyhole before Google acquired his company in 2004 and used it as the foundation for Google Earth.