Best way to build hype for a upcoming virtual pet site

Baw$e

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If you were/are building a virtual pet game. What are some techniques/tricks to build the hype and increase the members for a upcoming pet site?
 
I would say probably through social media sites like tumblr, instagram, youtube I think anywhere you have social interactions and can share media is where I tend to find new pet sites. I also notice some through kickstarter or doing a beta/alpha test I've found a few through testing phases.
 
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I would go with the traditional blog posting method.

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