Has gassing the car ever been this whimsical? BP's internet promotional tie-in, Alittlebettergasstation.com, caught my attention right away as a perfect BDA. That it is driven by cute characters was the first cue. Jackson, the dog, is a fun hallmark of the campaign. His presence alone on the desktop, sniffing and occasionally doing tricks is probably enough to motivate visitors to download the entire site content to their computer.

Another classic example of BDA-ready features stuck in a lonely closet on the web are the webisodes on the site. A great idea, but who wants to get an email every time there's a new webisode to see? Put this feature on the desktop and you can load high-quality webisode video in the background. When the video is loaded, Jackson can alert users that there is an update.

The question that lingers in this case will always be about how any gas company can gain a foothold in its audience's daily life. The answer has already been delivered with the Gas Widget, giving users gas prices for all the stations in a radius from a zip code.

Showing the BP audience where the nearest BP station is and how much gas costs there would be more than "a little better," gaining at least one exposure per day and becoming an important convenience in the lives of users.

Lastly is the sweepstakes. A stalwart of traffic-driving promos, the chance to win big is a strong attractor. This offer becomes immeasurably stronger when users are offered the chance to enter every single day on the desktop. A subtle alert coming at the same time of day they last entered would remind them they can now resubmit to increase their chances. And it's easy to remember all their form info in a BDA, giving them a convenient click-path to interact with your brand every day and feel like a winner.