The specialists need money, I hope Arcona already have them, and even after the ICO they will be provided with enough money. And mass advertising should be launched.
Your vision of this completely coincides with mine. The degree of success of every project depends heavily on competent marketing and promotion. Let's hope that the team of Arcona will react with advancement with sufficient diligence.
I believe that Arcona's special advantage will be the involvement of his users. This is an additional promotion tool, which almost does not require effort from the creators of the project.