I love it. They have been struggling with All Star game formats for years, and this is a great way to drum up a little attention.
I think they should take it to the next level though. The Winter Classic has been a hit, so why not also make the Allstar game outside. I think the whole "pond hockey" thing is a nice marketing plan that they should continue to run with.
An Allstar game is all about entertainment anyways, so why not do more to try to make it fun.