Note the headline: "Foundry Exceeds Marketing Goals." They HAD goals. That’s the first step. Then, they undoubtedly kept their goals in mind with everything they did. Finally, they had a hook. They invited the public in to "make their own."
Making your own isn’t new, but it also isn’t done that often.
I’m very curious about the tradition of hiding the glass "floats" on the beach during the winter months for beachcombers to find. This intrigues me enough to want to make a trip out there and see what it’s all about.