Industry Eye: Prospecting - Guitar Center, eBags, Walgreens

The promotion helps consumers shop for musicians — who can be finicky about the type of gear they want. Also, since the poster wish lists are shareable, particularly via social networks, creators can take them "on tour" by uploading them to Facebook, Twitter, etc.

"If [you] have thousands of friends on [your] social network, or even hundreds of friends, there's going to be a lot of additional exposure than a traditional wish list would get," says Scott Archambault, director of customer acquisition for Guitar Center.