The sweepstakes. Ah, yes, that ultimate fallback marketing concept. I guess when you have nothing to differentiate your product or service, run a sweepstakes. Apparently, there are plenty of companies with no points of difference. Let’s start with Budget Rental Car, just for fun. It launched a Microsite at flipforbudget.com where it asked visitors to shoot a short video that demonstrates how the average Budget car renter can live the budget-savvy lifestyle while on a vacation or road trip. The person who submitted the most original video would win $25,000. That certainly is an original idea.