Blake Lively's Instagram account was seemingly hacked this week.

Out of the blue, all of the Sisterhood of the Traveling Pants star's uploaded photos, including her profile image, have been deleted. An unfollow spree took place as well, and now the account only follows 28 other users... all named Emily Nelson.

To make matters even more creepy, Lively's bio now cryptically reads: "What happened to Emily?..."

As it turns out, however, Lively didn't lose control of her social media account to a tech-savvy stranger: the act is all part of clever publicity stunt to promote her upcoming film, A Simple Favor.

Directed by Paul Feig and based on the novel of the same name, the movie is about a blogger named Stephanie Ward (played by Anna Kendrick) whose best friend, Emily Nelson (Lively), suddenly and mysteriously disappears—kind of like Lively's Instagram photos.

Meanwhile, the actress is active once more on Twitter (she previously hadn't tweeted since early January), where she is currently (and less creepily) promoting the the film with a game of hangman:

A Simple Favor is set to be released September 14.

Crazy Celebrity Conspiracy Theories