Yesterday, I read a news article about a California business woman, Cecilia Abadie, who was issued a traffic citation for wearing Google Glass while driving her vehicle on the freeway somewhere near San Diego. She made a post to her Google + account and it generated some viral buzz from news agencies from all over since it's the first time that anyone has been issued a traffic citation for wearing the new technology.
Since there isn't any case precedent set for driving a motor vehicle while wearing a device like Google Glass, this event naturally creates media interest and creates a situation where a person can gain massive publicity by merely being associated with a major new product like Google Glass.
If Abadie chooses to fight the ticket in court, she's going to be in the media spotlight again once the traffic judge rules on her outcome.
I mentioned this in in my forthcoming booklet, 107 Ways to Get Free Publicity for Your Small Business, that a tactic for getting free publicity is by being the first person to do something new because it's generally a surefire way to get instant publicity coverage - more so if it involves a new and unreleased technology like Google Glass.
In my booklet, I covered a different example, coincidentally also involving Google Glass, where a cafe owner in Seattle carved a bit of publicity for his business by being one of the first business owners to publicly ban Google Glass from his business. It goes to show you that you don't necessarily need to be Google to get a piece of it's massive product publicity.
Now that's not to say go out and break the law to get publicity. It's merely to show you that you can carve your own piece of publicity without having invented anything at all.