I feel, given the way in which they're promoting all of this, that this album:
A. could be their last, and they already know it.
B. has been the one they're most proud of for... Well, for decades.
(A mix of both A and B is likely, sadly...)
I can't recall something THIS big by them, for a promotion campaign.
I don't think TROBB clues and stories shared on their website, back in the summer of 2006, can't beat this (even if, obviously, web and social media give way more tools and possibilities, now).