I think Universal is following Disney's SWL announcement playbook for Potter.
To my knowledge, SWL hasn't had any TV commercials, press releases, vacation packages or the like. It's all been social media. Disney has been hyping up the fan community and then some of that attention trickles down towards the general public. I don't think Universal would do a Super Bowl ad or anything that large for the Potter coaster. They'll make a couple blog posts and maybe put their next announcement video on Youtube. That will end up getting reposed on social media and regular people will begin to learn about the coaster.