What I thought was most interesting about the marketing campaign was the addition of the Share Your Story application on the movie's website. Not only did this application provide FOCUS with real-life material to use in continuing to market the film, but it also helped to create product (if not brand) loyalty. Moreover, I can imagine that there were people who read those stories, and then decided to see the film.
Socially speaking, I would say that FOCUS did the public a service by providing the Share Your Story application. I read dozens of the stories there myself. They were written by men (mostly) and women from all walks of life, and sexual orientations. Many were written by men & women who had experienced same-sex attraction in their pasts, and wound up with a heterosexual orientation. Its a testament to how fluid sexual orientation and attraction can be.
Unfortunately, the application appears to be gone. The link takes you to a video of some psychic.