Yesterday, we announced the Borderlands 2 collector's edition. Someone on Shacknews asked me how big the loot chest was, and since we have a prototype in the office I said I'd take a picture for him to show scale.
I also had my miniature dachshund, Pancake, in the office, and since she's kind of notorious on Shacknews, I figured I'd use her for scale.
I like using yfrog.com (although it's not the best site, I know) for all my phone-uploaded photos (archiving FTW) so I tweeted the two below pictures of Pancake to show scale and then posted them on Shacknews.
Turns out gamers really care about the scale of their collector's edition loot chests and also love tiny dogs. As of this morning, she had 1270 upvotes on Reddit - someone dug her enough to repost the picture. She was also posted on tumblr and was reblogged quite a bit.
Pancake has now won the right to come to the office with me whenever she wants. Sure, she sits on my desk and whimpers after lunch because she knows she gets a treat then. Sure, she sometimes lets out a bark during a conference if she sees a big dog out the window. But she's probably also sold hundreds of collectors editions... So I think overall, she wins at video game marketing.