Its not advertising to them or anyone else.
Its a way to deliver info directly to their core customer base and media outlets. Basically an robust and better media release.
As an example, the 2DS and price cut info from the other day would have been far better received had it come out in a ND. People would have understood the 2DS purpose and potential better than the release and Q/A rerelease of info throughout day.
However, Nintendo knows they have to follow these, as any media release, up with actual commercials for the mass market who doesn't pay attention to these more core oriented media outlets.
Hence you have all these FB/TW posts on all this stuff as well as Nintendo experience features at Simon malls all across the US throughout rest of year. I also saw a Pikmin3 and W101 commercial recently and I'm sure as year goes on these as well as other games will become greater.
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