So, when we had the whole domain issue a while back we used an AdWords account to make sure that people who couldn't find the site and searched for TWF were sent to the temporary .net domain.
Google sent a thank you note to AdWords customers that was customized for each one. It's honestly some pretty awkward marketing, I can't imagine what made them think it's a good idea.
But the reveal for TWF at the end is sorta cute: http://www.youtube.com/adwords10?x=f...39964bae83464d
So...there.