Guess you marketing directors sure are seeing a lot of iPhone apps in presentations these days. It funny how when when creatives types are asked to think outside of the box, we often go to the same place.
"Let's hire some actors"
"Let's paint something on the street"
"What you really need is a Facebook Application"
"Are you on Twitter?"
"I've got it, a flash mob"
All are valid ideas if done correctly and for the right reasons.