Planet13 - 10:45 pm on Jul 17, 2013 (gmt 0)
Since you stated it's for e-commerce, I don't think this is always possible. If you sell maple syrup diets it may have some merit, but if it's mouse pads or paper clips - who is interested for what?
I understand what you are saying.
I think the basis has to be "what is your unique value proposition?", and build off of that.
If you have a clear value proposition, then it should be easier - although not necessarily easy - to come up with an idea.
But really, that is why so many companies sponsor charities, or contests, or something else; to create something "newsworthy" about their brand or product.