IMHO, crowdsourcing is the key.
There's an interesting case described by Hive account@hallmann (unfortunately in Polish only, but auto-translate to English will give you some idea), where it seems that far more effective than paying for promotions on VLOPs, would be encouraging own users to spread the news. It's pretty much what Hive account@acidyo efforts with #posh.
I think that leveraging and improving Denser's ability to showcase our content to VLOSEs could also help the cause.