I've got the feeling there is quite some big money involved. The ICO has raised a lot in a small period of time, while promotions haven't been running for that long in comparisson to other projects that have raised similar amounts in ICO's. Then again, not everyday do you see an ICO with a working beta for their project. Looking forward to see this unfold the coming weeks
Of course there is a big money involved here if you are going to launch a project like this, of course you need to pay people that are going to advertise your project, for example is the Signature Campaign, if you wanted to easily spread the news about your project, then you are going to need big amount of money on Signature Campaign.
You are going to spend a lot of money in the start, but it is worth after the ICO of your project.