How can things become products and advice become advertisements? What is wrong with marketing today? Promotion use to be about giving stuff away in order to establish a name. Today we only get crap?
If you want to sell me something you better make it a fun experience for the person buying. They are humans you know? I see marketeers talk and act as if they are breeding some exotic species. I don't want a discount on your product, I want free things of the kind that have nothing to do with your brand or product. It's ok to aim it at potential customers but do dare to leave the topic.
Go follow yahoo and google or even the Macdonalds, they know what free things should look like. If your kind of free is really cool, we will love your brand and buy your product. Show us that you can create something for us.
Simple as that.