As previously reported, a promotional event for the new "Knight Rider" series took an odd turn Friday when a man ran out of the crowd at Toronto's Union Station, where the Mustang GT500KR was on display, jumped into the idling vehicle and roared off.

Now, the network behind the new show has revealed that the "theft" was actually part of a "unique viewer engagement promotion" giving fans a chance to win a new Ford Mustang.

"Last Friday, the final day of KITT's celebrity tour, crowds of Knight Rider enthusiasts were left stunned when a man ran out of the crowd, dove into KITT and screeched off," E! said in a statement Tuesday.

"Intense speculation spread across news outlets and viral communities promoted by links to YouTube with audience cell phone footage of the 'KITTnapping' action. And now E! is looking for help to find KITT."

The contest calls for participants to post where KITT has been spotted at eonline.com and watch E! for updated daily KITT sightings.

Fans have the chance to win a Mustang GT Coupe or a number of limited edition Mio Knight Rider GPS units.

"Knight Rider," a revival of the '80s series starring David Hasselhoff, premieres Sept. 24 at 8 p.m. on NBC and E!