A better advertising paradigm - buy something for a nice stranger. This could be used on a web page easily enough, just suggest they explain why they're doing it and who/where they are 'paying back' for free content they value. Formalised word-of-mouth.
Maybe provide a QRcode, for places* where it's easier than spelling your silly url.
*Japan (where they used? to be popular) is moving to RFID, and New Zealand hasn't even heard of them.
Stolen from:
http://www.janchipchase.com/blog/archives/2008/07/digital_herpes_1.html
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..it's roughly the number of cells in the human body
faster, shallower
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