[tannerc]

Apparently nothing. They printed some stickers and hoodies and that's it (according to the blog post, anyway).

[Hisoka]

Some simple Googling gives me lots of articles on LifeHacker, Techcrunch, Mashable, etc. It's clear they reached out to PR months before the release.

[18pfsmt]

This is an interesting point, especially considering they specifically mentioned their lack of a marketing plan. Somebody got on the phone/plane at some point, or otherwise utilized existing connections. I took a screenshot[1] of the results (it appears they launched in mid-June), and most startups I've seen will kill for that kind of covdedrage.

[1]http://i51.tinypic.com/2d7bqcj.png