Here's a nice summary of the V7ndotcom elursrebmem contest at the Wall Street Journal:

http://online.wsj.com/public/article/SB113995925243274011.html?mod=todays_free_feature

Interesting that the tactics Jim W appears to be using are fairly straightforward including linking from an old page with some PR and creating a rich, informative blog about the contest with many instances of the word.