Most recently, I came article about a promotion for Star Trek: Into the Darkness. It was coordinated with Earth Hour. The event was done in London because the movie takes place partly in futuristic London. This is cooler than cool. Note the applause at 1:38. Audience reaction is an important ingredient of Experiential Design.
So... what was that I said about a Bandwagon?
You probably first heard the phrase "Getting on the Bandwagon" your "Introduction to Marketing" class. Basically, it is a marketing message that encourages you to do what other people are doing. Dr. Pepper most blatently used it in the "I"m a Pepper, he's a Pepper, she's a Pepper, wouldn't you like to be a Pepper too?" commercial with the pre American Werewolf in London David Naughton.
This version of the commercial start out with a VERY interesting and relevant sound: