Open discussions with some of the major portal sites to see if they'd be interested in developing a co-branded version of the product for distribution to their users. Speak with a computer manufacturer about having the product pre-bundled with its machines at the factory. You might think that some or all of these are the responsibility of the client's marketing department. However, I would argue that there's no better person to broker these types of arrangements than an interactive media planner. Think about it.
Media planners are familiar with a product's target audience and typical user.
We know what they like to do in their spare time, what they like to read, what types of things they do in their leisure time and more. This knowledge is extremely valuable in brokering the types of deals above. Media planners have lots of industry contacts. We can set up negotiations, create relationships, and bring opportunities to our clients that they may not even know exist. Most of the arrangements listed above don't make sense unless they are evaluated in similar fashion to evaluating a media proposal.