The Danny/Gwyneth Project
For years now (far, far too many years), I have been giving all three of Gwyneth Paltrow's ridiculous cookbooks the Julie & Julia treatment. It's expensive, time-consuming, and incredibly frustrating, but the project has been going on for 6 years now and will probably continue until I'm dead.
A month after launching, I received a bunch of press and at its peak the project garnered 15,000 unique visitors a year. Not bad for a stupid thing I've done entirely on my own.