I attend SXSW at Austin regularly and the stands that receive the most attention are the ones with free stuff. People (me included lol) go crazy over free stuff and playing a game. This could be a bunch of pencils or (be prepared for a stampede) free t-shirts. Something to play always attracts people but that's not feasible now, if I understood correctly, so it's something to keep in mind.
Alpha and beta testing is pretty awesome, though usually they are closed or reserved for mmo games.
Like Dru said, advertising is really important. Youtube videos and advertisements are really good ways to send a message across (you know those annoying 15 second ones you can't skip before a popular video). Also, having a small 2 minute status update vid with some music (i.e. - L.A. Noire style; in which describing what is new in Project D and giving a clip or a couple of pics to whet the fanbase's appetites), like melianos said, would be awesome. I could link it to friends and whatnot. Also, if you guys release a patch or something where you guys could link the videos with pc games, like during the loading screens where it would say 'Check out our newest video at ###.com'. But once more, it probably would be more effective if the game is in production or post-production.
Also, I hear about most of the games that are coming out by going to IGN.com, despite their reviews being, for lack of better word, crap. It would be a great site to hype up your game. Also, the magazine Game Informer is also great. Though both options could be quite expensive. Another tactic you might try is unload advertisements on game sites and magazines that attract some traffic but are cheaper than advertising on either IGN or Game Informer. So the message still gets across and bigger sites, like IGN, will then have to take notice, id est a one-on-one interview with the head designer, project director, etc.
In terms of your website (like divinity2.com or flamesofvengeance.com), make them simpler. For example, in the divinity2 site, just have to top part with the dragon knight breathing and the dragon in the background with the fire, and have the links. Or perhaps you could have a short trailer of the video with some sort of inspiring, BA music in the background. After the video is over then the links could pop up. Basically, I feel like the site gives a sort of overload of information as soon as the person enters the site. It might be more effective, imho, if you entrap the viewer or prospective buyer or whatnot and get him interested, with as simple of a start as possible, but also as cool as possible, so he/she is almost forced in wanting more information.
I'm no publicist, so I don't know if any of these options are viable, but I hope they help! Moreover, I wish you guys all the luck I have to give. It isn't often that I feel strongly about a dev's success as I do with you guys.
As a side note, this sort of transparency is absolutely awesome. As the video gaming sector becomes larger, older, and more profitable, I have become used to the Activision (why Blizzard?) and EA Games (why Bioware?) style of money grubbing. I mean I understand that money runs the world (and Rivellon) but, as long as Larian, even as a big boy, is sincere and forthright with their fanbase, I can assure you the fanbase will not leave Larian. At the very least, I won't.
