If they were smart, they'd release a few episodes free on the web. Maybe "leak" them to the torrent sites to build buzz and get the traditional media outlets interested. Everyone would have to see the "unaired pilot smuggled out of Skywalker Ranch;" it would hit AICN, SlashDot, and probably the "real" news -- especially if LucasCo could keep up the illusion that it was an unauthorized leak.
Unless the show is terrible, in which case this kind of viral marketing would kill it.