Limiting exposure to increase mystique

Ever since the Apple superbowl commercial, advertisers have realised that you can create more press by having a commercial that runs once, or only a few times, than having the same commercial run continually on all channels. The latest example of this is a coke commercial featuring music by the coke-phile Jack White (of the White Stripes). The commercial itself its fairly 'meh', but because they're only going to play it once in the UK, and have played a cut down version of it once in Australia, there's now an internet buzz about the commercial (it's how I heard about it) that is probably going to get them more publicity, and definitely cheaper publicity, than if they'd gone by the traditional routes.