Yes, this guy used an e-mail list and former position to get some buzz for his song. Is it any different though then studio heads sending out gifts and whatever else it takes to get a nomination? It is all about who you know to get a nomination. There are so many songs up for consideration and the voters don't listen to them all. They usually vote by the biggest name to have a song. It is tough for a no namer to get nominated.
A consolation is that the video for the song now has 500K views and will probably make money.