In Phoenix airport recently, I scarfed down a burger before boarding TED, United's bare-bones regional service. My Whopper wrapper invited me to enjoy a free music download by entering the printed code at an AOL site, or at www.haveityourway.com.
Nifty idea -- too bad the promo ended before I got around to downloading. Their site is clearly working hard at the cool factor. Clearly not targeted to my demographic (fine by me).
On a related theme, I have often wondered why more brands don't offer us unique ringtones to download, so we can more easily identify our tribe.
Postscript January 2005 -- I have been hearing a lot more about customized ring-tones lately. I don't think I can take credit...