Consider these:
StorjCoinX - Distributed Cloud Storage
Target: anyone who already uses cloud storage or is thinking of using cloud storage.
Relation to Bitcoin: encrypted, uses crypto as payment trasmitter
Swarm - Crowd Funding
Target: entrepreneurs, investors, anyone interested or using Kickstarter or other crowd funding mechanisms
Relation to Bitcoin - funding is in crypto, equity is distributed and paid in crypto
GEMZ - Encrypted Mobile Messaging
Target: advertisers, anyone who uses mobile messaging; seems with the name GEMZ, the target audience might be female
Relation to Bitcoin - Encrypted messaging, Bitcoin and GEMZ used as the currency and ability to advertise
If you notice a trend here, these are all things that can already by done without crypto and are popular. I think altcoins in general are so used to marketing to the target audience of people already involved in crypto, which the general public is un-knowledgable about and scared of.
I think one of the best things you can do is try to focus on the marketing to the general public. They don't have to know or understand what the tech is, or even why it's important.
For instance, Nxtty Crypto Messenger on the NXT platform vs GEMZ on Counterparty. Look at how they didn't focus their marketing and advertising on just crypto heads like Nxtty did. It remains to be seen how both of these do. I predict though that GEMZ reaches a larger market. I hope the guys at Nxtty are successful because I have bought quite a bit of Nxttycoin to support them and I cannot wait to use their iOS version. The Android version was fairly low on downloads last time I checked. If they turn their marketing around they could still be successful. I think just looking at GEMZ with the pink diamond logo and marketing about messaging that pays is smart. It doesn't even focus on Bitcoin or encryption at first glance.
http://getgems.org/I think when it comes to OCTO that whatever projects we decide to push, that the marketing should be not so technical. If you have a good logo and a product they are interested in, then don't overkill it with all the Bitcoin jargon.
The game that we have talked about as the first app should be enough to get them interested. If they can play for free and each account is given a few OCTO to play the payed version and maybe win some more OCTO, then they may will continue to want to play. You can surround the game with other services that give use to OCTO as well.
Just a thought on the marketing side. I've been doing some research on some marketing groups that specialize in the area that the first project would be in. I also am gathering more info on marketing towards crypto as well. We all read the same news sites and coin sites so it's fairly easy to reach out to them about banner ads, etc.