If you need more publicity, you could release a demo or similar.
It's not like publicity is a finite thing that can be achieved, every bit helps. When the game gets released, there will be a demo.
Publicly entering the IGF generates publicity.
The resulting fallout generates publicity.
If they win another award at the igf, it would generate publicity.
The potential fallout from the internet regarding that would generate more publicity.
Basically, the more aware of your game's existence people are, in any facet, the better you will do.