Folks seem constantly focused on creating a "new" product (however 'product' is defined). With each launch/opening/kickoff, everyone holds their breath to see if goes viral/gains an audience.
Seems to me we have the equation backwards. Why not define the behaviours you'd like to change and create the product to acheive that? Behaviours are not a by-product of the act of creation but its essence. Audiences react not just to 'newness' but the relevance of any product/project/change.
Want someone to pull out their wallet/give time/offer something of themselves? Create desire. Not hype - but actual benefit for participation. Offer motivation to support the behaviour you desire of your audience.