Wigan sent their marketing team to the USA in the close season and linked up with baseball / american football clubs to see how they marketed events / clubs etc. Wigan took what they gleaned and applied it to Wigan RLFC. Mick Hogan did a superb job until he left for Sale but Simon Collinson has been fantastic for the club and still is.
The RFL marketing has never been very good IMO since David Howes left and that is a long time ago.
I have praised Wigan's marketing efforts on numerous occasions this year, however I have also praised the RFL's too. Compared to most SL clubs Wigan's has been excellent, but I still have not seen them do anything that the RFL have not also done.
Limited cheap seats for the Big One 2 - the RFL started that last year with £10 Wembley seats
TV advertising - the RFL started that with the WCC this year
Group tickets - Family tickets were introduced by the RFL for all major events
Links to amateur clubs - the RFL provide all sorts of incentive schemes for amateurs for major events
Email promotion - the RFL use this method over and over
Direct Mail - as above
Website promotions - the RFL are very proactive in this area.
I don't particularly think Wigan have done anything particularly revolutionary or different, I just think they have been pretty committed to it and happy to invest in this area, with good results.