I think the marketing technique may be very similar to that used by Sidhe for RC2, although they did not implement it well at all. Started with a cinematic highlights trailer, similar to this one, then made another one explaining the new features etc. Their version of this was crap, however I think if implemented well is a very logical and possibly effective technique. First introduce the audience to the beauty of the game and then inform them of the wide range of features. Should do the trick just fine.