You can select or type any name into the room menu to see random users in that room shown on the wheel.If you are already chatting with someone and another person tries to connect to you, you will see an invite from them pop up below your video screen.
Travelocity simply used Chatroulette as another outlet for their increasingly social Roaming Gnome.
They simply gave him signs to hold for other viewers to see.
If you see someone with a lot of points, you know they are worth chatting with.
If you really like someone, add them to your Friends list.
Beyond the 90% male audience and common flashing, there are some very interesting marketing experiments taking place on this wild west of a social platform. The site still has major traffic though and as a PR splash alone most of these efforts were likely worth the low cost it took to dabble on this new and untested platform.