There is nothing better then letting someone else do the work for ya.
Look at Comcast. They are doing nothin' special to promote their high definition service but are gaining tons of new digital subscribers in Washington thanks to the Seahawks run for the Super Bowl. Comcast's V.P of Marketing and Sales indicated that the 'Hawks are in fact the number one reason for the 35 percent increase of HDTV subscribers.
Next year, those of us here in Detroit will be sayin' this. You just watch and see.