This presentation is a detailed case study of the Authur Pendragon cyber threat that occurred at The University of Alabama on September 21, 2014. The Authur Pendragon threat instigated mass fear, social media hyperactivity, and rumor mongering, all of which reached beyond The University of Alabama campus. A timeline of the event, which includes social media posts, official University responses, and mass media coverage, are presented followed by an analysis of the case from a socio-psychological and communications perspective using Social Attachment Model and Theory of Proximity. Recommendations for managing University cyber threats and rumor mongering are discussed.