Airdrop. On 28th there will be performed blockchain snapshot and everybody holding NXT at that time will get 0.5 IGNIS tokens for each NXT they hold. It proves once again that in cryptoworld one of the best strategies to convince people into buying into your coin is to give them something for free. Whether it be blockchain split and thus another coin, or in this case snapshot and airdrop.
Personally, I think it is really effective strategy and there is nothing unethical about it. By going about things like this you save yourself a lot of time&effort you would put into building a community, instead, you just "copy" an existing userbase. Brilliant.
Source
https://www.jelurida.com/ico