free (without the asterisk)

last week, there was a block-long line of people on michigan avenue waiting to try a free slice of the new digiorno pizza - the latest in the wave of "give it away free" product trials. while these efforts have generally created good pr (except KFC of course), i keep thinking there's an opportunity to create a more sustainable giveaway whose value would eclipse the cost.

the one that always comes to mind is air. the fact that air costs money is itself absurd, but it does - so use it to your advantage. becoming the first national gas station brand to give away air is a really simple gesture that would generate traffic (no pun intended) as well as goodwill. and based on the condition of most air machines, you can't convince me it would cost the stations much. anyone? ben stein?

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