This is Genius
Wagging the long tail to market your existence.
In the case of Saturn, exploiting transparency: have enough guts and faith in your product to show up, toss the keys to some high share-of-voice folks, and take your lumps good or bad.
In the case of Cambrian House, exploiting the flash-mob’s appetite for documenting and reposting geeky tomfoolery qua news by delivering 1,000 pizzas to Google. For those of you like me and thousands of others who didn’t know but now do, Cambrian House is a cleverly conceived crowdsourced idea incubator that has interesting potential (even if I’m a bit skeptical it can execute its full vision).
Nicely done.
