Snakes on an influencer plane...

From the MIT Technology Review - this is a great overview of how New Line did a great job of influencer and word-of-mouth marketing for "Snakes on a Plane"...it mentions a partnership they formed with Connector Group partner CafePress.com:

"Soon, there fans were creating parody videos, songs, and movie posters. New Line Cinema went so far as to partner with CafePress.com, a DIY merchandising store online, allowing fans to become officially licensed partners for the movie, and to sell merchandise they've created using New Line's creative."