Wired has an amazing story on Alternate Reality Games. Basically a huge game played by hundreds of thousands of people to promote NINs new album. Involved hard drives left in bathrooms with coded messages, slightly offset typography on Tshirts revealing secret websites, that all culminated in a secret rooftop concert.
We're all getting very good at tuning out marketing BS. But making a fun, engaging game can get tons of people to not tune you out; but rather spend time and money to find you. The key is to engage people; dont treat them as if they're stupid; give them a challenge and something new to chew over. A bonus is letting them colloborate.
I highly recommend the wired article, not only is it a lot of fun, it will give you some things to mull over in promoting your idea/concept/product/image.