I also promoted the weekend across numerous websites, in a couple of posts and then the live stream videos posted here and images etc on (ED, SC, Linus Tech tips, Descent underground forums). Plus kept Bluedrake, Scott Manley, Angry Joe and David Haddock (Star Citizen lead writer, and his team who also like I:B) updated in the 7 days leading up to the weekend. * Dave Haddock replied that they read all the update news letters each week I post on the SC forums, and links thru to here.
The mock up email from the top of the thread looked really good to me, just like ED/Frontier would do and it works for them. As long as there is a non-html aspect to the email for those that still strip out html and just prefer plain text.
Also, not that I check, but was ther also a ‘countdown’ type of posting used on Twitter and facebook, Instagram, Vine, etc and other current social media (what ever that may be these days). Maybe a count down ticker and one or two pre-teaser ‘new features’ images posted per 24 hour cycle leading up to the weekend. Mess around a bit with Instagram filter etc, of dev team, and bobble heads.
Maybe also a competition for some fancy custom paint job skins, or something like if the user spends more than 3 hours ingame. Something like that. What do ED and SC do with free skins, how do users get them? What triggers it. One new free skin for the basic main ship (and or Bomber) per alpha/beta weekend etc. Nothing over the top, but within the games universe. Jet black, jet matte black, rust heap! etc.