From a post on Power PR:
Curiosity: Always Kind to Branding
Customers Never Fail to Fall for Curious Branding
There are some things that never change in the world of consumerism, and one of those things is that people are curious. Entice them with an advertisement or brand incentive that is mysterious and they’ll give the marketer results. If you’re interested in finding out if your ad or publicity article is well-placed, just give your audience something to click on or respond to that provides them with further information and you with feedback.
Marketers have a need to know if their branding ideas are working, so why not use one of the oldest tricks in the PR book – curiosity – to get them to investigate further.
Click this link for more information on branding research.