Apparently nothing. They printed some stickers and hoodies and that's it (according to the blog post, anyway).

Some simple Googling gives me lots of articles on LifeHacker, Techcrunch, Mashable, etc. It's clear they reached out to PR months before the release.

This is an interesting point, especially considering they specifically mentioned their lack of a marketing plan. Somebody got on the phone/plane at some point, or otherwise utilized existing connections. I took a screenshot[1] of the results (it appears they launched in mid-June), and most startups I've seen will kill for that kind of covdedrage.

[1]http://i51.tinypic.com/2d7bqcj.png