I think Seattle has demonstrated one way to effectively
market and promote the 12th Man, by picking a local celebrity to raise the 12th man flag seconds before kickoff. Every game begins by first acknowledging the 12th man.
They honor their 12th man by getting people involved and energizing the fan base. Having 12 empty seats is, well, having 12 empty seats. It may be referenced during a game as honoring our tradition, but commentators are already apt to do that by nature of watching a game at Kyle Field, and it may even be misconstrued as relating to the Bonfire tragedy which we have already seen, but it does nothing by way of promoting A&M as the
true 12th Man.
If it's honoring a tradition, I believe that already exists in the form of a statue. And, as another poster said, it's going overboard. But, it is difficult for me to believe that this is nothing more than a marketing ploy following the rise in prominence of the Seahawks.