The Super Bowl commercial for the new Star Trek movie is getting some attention for an unusual reason--it utilized a new feature of Apple's App Store called Short Links. Mobile development firms now have the option of using the Appstore.com domain along with their app or company name to promote their products. For example, the Star Trek Into Darkness commercial advertised the link AppStore.com/StarTrekApp.
Short links can also be used for Mac apps.
Details about creating and using short links can be found in the iOS Developer Library.