My idea:
Have some guys like Ian, Donny, Josh, Phil, whoever, discuss what they did and did not like in Madden 11 and the improvements they've made this year over the things they didn't like from last year (that they can discuss at this point in time of course. Obviously there's going to be a lot that can't be mentioned because the hype/
PR machine needs to build up first).
For example, say Donny didn't like a certain animation in Madden 11. He would let us know he didn't like that animation, that they improved/removed it for this year and how they went about doing that.
That's what I think would be a solid video to start the Madden 12 hype off and it would be something us hardcore guys would dig. Just a general discussion between the guys working on the game to give us an idea of the direction they're going this year and what we can expect to be improved from last year.
And, this might be asking too much, but a screenshot similar to the Roethlisberger one that was shown at halftime of Super Bowl 43 for Madden 10 (the one that had details for us to find ourselves, like the hand towels, colored cleats, etc.) would be something else I wouldn't mind seeing.