The Heroes Happen Here launch events may seem a long way back in the past (Spring 2008) but I thought you might find this interesting.
I was lucky enough to be invited to speak at the UK launch event and I remember the huge amount of time and effort that went into just presenting two sessions - I saw those who worked to pull together the logistics and behind the scenes work and they really pushed the boundaries.
I'm in a pre-briefing session at Microsoft's Professional Developers Conference (PDC) during which the following statistics were announced for the world wide launch of Windows Server, SQL and Visual Studio:
270,000 attended microsoft events
500,000 attended community events
12m reached via launch website
5M+ copies of products distributed