Protest got big power if you do it right. To have success on this you gotta be one of the firsts, otherwise you will miss the train.

The idea is creating a campaign protesting something and you market your site in an indirect manner.

Example is Yahoo
As you know Yahoo is having a big redesign of their site. Now if you start a blog protesting it, it will catch easy attention. You gotta have some solid articles on the site and make some legit points why you think its not good. You can spice it up doing things like signature collection etc.

As you know everything needs marketing. So you have to market this one as well. But the brand your are protesting for should help you a lot in marketing.