A few weekends ago I had the pleasure of participating in Hype Up Weekend. It was a one day faux-hackathon where the goal was to produce funny landing pages to products that will never be built.
I teamed up with the always awesome Katie Johnson to build Ditch the Conference a service which sends a surrogate in your place so you can skip boring conventions and go have fun.
Phase two was to generate hype around our ideas - while pretending they're real. While we didn't get any press coverage for our idea, one of the other teams did. ShockBottoms was able to get press on BetaBeat.