tedster - 6:39 pm on Jun 26, 2010 (gmt 0)
They just changed the content area for that one URL. No site-wide changes at all.
Almost all of their 700,000 pages are exactly the same as they were before the marketing department got this particular brainstorm and ran with it.
This is not exactly the same as your test - showing that off-page factors can generate rankings for content that is not on-theme. But it definitely shows that on-page factors still do matter, even for a major enterprise with backlinks to burn.