To be fair, FemShep did actually get two trailers, as they also did a version of the launch trailer with her. Still far too little, but still.
And the vote thing can actually be pretty much put on the fans, as they originally just had the vote on different versions of FemShep and what people liked. To me, it seemed reasonable, as part of the reason of including FemShep was included in to the marketing and that they were going to introduce an iconic version of the character was at least partially due to the vocal fan demand for it. So, it seemed kind of understandable giving those same fans a voice in which iconic version they liked.
However, when the version with blond hair won, there was some really insane backlash on the matter, because of there was, as apparently having FemShep having blond hair would have been unrealistic, bimboing or whatever reasons put out. It resulted in Bioware putting out the separate vote on the hair color.
I just think it was exceedingly poorly handled. It turned femShep's marketing into a marketing stunt itself, and the contest Facebook page was a cesspool of people commenting on the character's appearance (which was exactly what they were supposed to do, but the debate got stupid in about four seconds). In the middle of so much marketing for other parts of the game, femShep was mentioned in headlines because of her hair colour.
Bioware certainly seemed earnest and sincere in what they were doing, but the spectacle was pretty disheartening to be honest.





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