Flickr is somewhat unique in that it uses a code repository with no branches; everything is checked into head, and head is pushed to production several times a day. This works well for bug fixes that we want to go out immediately, but presents a problem when we’re working on a new feature that takes several months to complete. How do we solve that problem? With flags and flippers!
I really like this approach. It's definitely far from perfect, but gives a feeling of tech importance and value that is live. Every single moment.
Conclusion: worth considering for your project.