The Pokemon hype machine
This sixth generation of games was announced on January 8, and the announcement included three starting Pokemon and the two flagship Pokemon of the games. These five Pokemon became the subject of a staggering amount of fan art, discussion, and speculation. Nintendo announced enough to get people excited but held enough back that there was still a lot to question and talk about.
They followed the initial announcement a month later by announcing another new Pokemon, Sylveon. They announced little more than a name and some gameplay footage. By withholding the typing of the new Pokemon, they got people talking again.