They're doing the same as oblivion - post the smiler absolutely everywhere, with no connection to towers or ride name. So it gets stuck in peoples head, and they'll either wonder subconsciously what it is, or actively try and seek what it is.
Eventually, after it all soaking into their minds, it'll be linked to towers and the new coaster. It's 1998 all over again.
Hopefully this'll all work at bringing people in, otherwise they'll have to do something like turn a car backwards next season or make it go a bit faster. Oops, this isn't thorpe.