Working with Xero we conceived and executed many projects including producing and hosting a Podcast, several events, many other pieces of content and some marketing stunts.
One way to get people to notice you are a cloud based company is to have someone sit on a cloud all day at a competitors user conference.
Using clouds to sell a cloud based service. We are pretty proud of the fact that we were the first company to use clouds (skywriting) to advertise a cloud based company. Many have done it since but we did it first.