As always with these things it seems like this was an outlier. They hadn't released an album in quite a long time (8 years) so with any hint of new music people

As always with these things it seems like this was an outlier. They hadn't released an album in quite a long time (8 years) so with any hint of new music people got excited. They are also a very popular group - I doubt this strategy would work for the average band or even most successful bands. They were also lucky they had an iconic image they could use to promote the unannounced song (the helmets). Very few bands have logos that iconic that they could run a strategy like this. Obviously the strategy worked fantastically well and I'm not taking anything away from that. I just think it's important to point it it's unlikely this would work for anyone else. In fact it probably wouldn't even work for them a second time.