So this weekend is Blizzcon and I received an interesting email from DirectTV, who are broadcasting the panels and major events from the con in a 40 dollar pay-per-view package. Here's the interesting bit though, people who get the broadcast will also receive the exclusive Blizzcon attendee in-game item free. (See below)
Selling exclusive items has been a source of pain for Blizzard (and all MMO companies really) in the past, with previous year's items hitting upwards of $400. Also, many would-be convention goers complain that these items are "too exclusive", since the convention location has definitely alienated many fans due to just physical location.
I think this is a pretty ingenious move and an interesting way to cross-promote a service that might otherwise be overlooked for the most part and also to drive down the item selling online. It looks like many people aren't really getting the marketing message though since the exclusive item is still jumping around $200+ on eBay.