Lead Me To A Free iPod

What would you give for a qualified lead? An iPod, perhaps?
From Ad Age:

The $20 million-a-year FreeiPods.com site that has become a poster child of the increasingly important online incentive marketing business was originally started as a “get a free condom” come-on.
At lunch one day in the college cafeteria, then University of North Carolina-Chapel Hill senior Rob Jewell overheard some people talking about wanting free condoms. Entrepreneur that he was, Mr. Jewell began thinking about how he could build a business model around their needs. He hooked up with friend Peter Martin and the two started a Web site called freecondoms.com, which made money by signing up users for PayPal with the reward of free condoms. PayPal paid them $10 per new customer.
Today, Messrs. Jewell and Martin own Gratis Internet, the flagship of which is FreeiPods.com. They work with customer-acquisition agencies and directly with marketers in a pay-for-performance business model that grossed more than $20 million in 2004.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.