Clever marketing: put Transformers: Revenge of the Fallen star Megan Fox on the cover of Esquire. Shoot a Red One Camera video by Greg Williams to sell the cover story and photo layout--which come from the video shoot (a first). Let the video spread through the web like wildfire. (Which it would if they had provided embed code and allowed it to be uploaded on YouTube.) Annoyingly, you have to buy the magazine, which goes on sale May 10, to read the story and see the stills.
BTW, in this silent video with music, Fox sexily writhes in bed in a black bra, provocatively adds a white shirt to her wardrobe, then poses pool side in a one piece which is NOT a bikini, eats a burger, and does not swim.
For those of you who are interested in the movie, which opens June 24, here's the trailer.