By getting people into reading their comic:

http://pc.gamespy.com/pc/hawken/1227037p1.html

Japan is still pretty unchallenged in this field. You see that Resident Evil by Capcom has not only games but real-action movies, CG animations, figures...... They can rush out a garbage game just to get people to talk about it. The best Western games achieve outside gaming seem to be novels. EA had animations for franchises like Dead Space, Mass Effect and Dragon Age but they aren't that well received.