You should create a niche for your project and publish it in different phases. First of all start capturing crowd who is interested in your project. This can be achieved with social experiments. Now this can be anything from publishing the project highlights to various social accounts, asking followers to promote and gain more exposure with mouth to mouth publicity. Over the time you can also start publishing technical details to the people or investors who understand it such as technical discusion boards on the forum. Slowly you can inject campaigns and bounties. Basically it’s framework of marketing which every project leader follows for the successful business.