Approximate a well-known name. If nothing happens, you get "aw, cwuute" traffic.
\r\n\r\nIf you are challenged, you get press coverage. First fallback is a negation "Not Brand X". When this is challenged, another week or so of press coverage. Final fallback is a clean name, and more press coverage.
\r\n\r\nFor a few grand, you're buying 100k or more in advertising. Mostly donated or paid for by the Big Name. I've seen this done a few times.