Sometimes I wonder about what companies are really thinking with their marketing. It appears that Nikon is running a countdown promotion towards tomorrow's announcement, called I Am Coming. I use the word "appears" because the site is not a Nikon site, has no Nikon identification (other than the yellow and the "I Am..." phrasing). For a product that's expected, you don't run blind (no ID) countdowns, at least not in my book. If you do get a viral pass around on the countdown (not sure why you would, since it's just a counter, and countdown counters are ubiquitous on the Web these days), you risk the "oh, it's just another camera from Nikon" reaction when the product is revealed.
In essence, the only thing that's being teased is the company involved, and that's not really hidden given the trade livery used. Now, if said new product had some very unique attribute, it might be useful to tease that. But given the use of the word "coming," which has sexual connotations in the West, I somehow doubt that Nikon is teasing a feature.
My overall take? Too many chefs who don't know the recipe were involved.