Pokemon has had several kid's meals and cups, its own TV show, card games, and all kinds a merchandised junk. Who needs a movie trailer when you have your own movie?
Nintendo also has fast-food & soda promotions, and movie trailers every year... though they are not always tied to a single game.
So far, the only thing that has been "out of the ordinary" for a major game release has been the slurpee cups (movies often appear on them, but this is a first for a game [that I know of]). Everything else, including ilovebees.com, has been done.