Aha I love stuff like this though! It's just really clever marketing in my opinion because it gets people talking and soon enough the videos will be shared around. It's worked on us anyway!
Andzdrew, I know it doesn't specifically advertise the Smiler itself but it all links in to it and creates a mystery around the whole thing so effectively it is advertising it as well. I like how it's going to be in parts as well, interested to see where they go with this.
Something else I noticed in my stalking activities was an alarm clock picture she uploaded:
5:14... 14 inversions. 5 for May.. Maybe something will be revealed on the 14th May?! I could just be reading into it a bit too much though...