Shawn, I could see doing that kind of promo, but to do a new design, layout, new art/text and print all new posters with a different title sure comes with a cost. So I guess it could be, but, working in post production, I know that every nickel is counted and accounted for (sometimes at the expense of other line items).. so re-printing and re-creating new artwork ( a new ad campaign) would come with a definite cost.
I'd love to know for sure, the "ins and outs" of this particular flicker's marketing campaign. It adds another interesting layer to our hobby and how it all works.