It doesn’t always have to be something huge or even something directly connected with the campaign. The more offbeat, amusing, or personal it is, the better it will be received. Of course, in the area of music the album should then go on sale. But, apart from this, it’s more about doing something original. In my campaign, I offered people the opportunity to be a DJ at a party. A friend had a huge stock of vintage clothes, which I included with the CD as a surprise for a certain number of purchasers. But I’ve also heard about an artist who offered five telephone calls with his mother.