prIn addition to advance copies, Apple provides up to 50 promo codes for each application version (submitting an update will reset the promo codes available back to 50). All review sites will accept these promo codes to review apps. Prior to launch, you must get in touch with sites to know who should receive the initial promo codes.
Twitter and YouTube are also proving to be very popular channels for iPhone app promotion. Trailers on YouTube can be viewed thousands of times, and nearly all iPhone review sites are very active on Twitter as well.
While there are a few major iPhone review sites, there are hundreds if not thousands of individuals and tiny sites also doing app reviews. While no single one of these is significant, in aggregate they have a significant impact as each person may influence 10 to 50 people. The most successful long-term marketing and promotion will realize this and will try to do things to take advantage of these micro-channels.
taken from: http://www.gamasutra.com/view/feature/4211/iphone_development_everything_you_.php?page=4
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