Between this and the promotional website I think that we'll be able to pique the interest of many non-BYONDers and get them to at least try the game. I'll be getting the rest of my materials together to start sending out press releases etc. early next week.
A lot of the hype surrounding my long-promised marketing campaign has been due to the fact that it's taken me so long to start it up. There aren't any big secrets here - we're going to hope to get featured on gaming sites and blogs and start to spread the word-of-mouth outside of BYOND. I managed to make lightning strike once before, and whether or not it happens again is anybodies' guess.
Marketing the game outside of BYOND will probably be a marathon, and not a sprint. I'll speak on all of this more in depth early next week to let BYONDers know how they can help to get the word out, and I'll definitely be posting regular updates on our progress as we make the big push.