The prize of the summer of 2008 seems obvious. It's gas, of course.

Gas to make it easier to justify that new Chrysler. Gas to lure shoppers to stores in North Fayette. Gas to encourage tourists to spend a few nights in Pittsburgh.

Just yesterday, people waited for hours to get $40 in free gas at a Giant Eagle Express station in Harmarville in a deal talked up by radio station WDSY and paid for by the company that produces the Verizon Yellow Pages.

"Definitely, there are more promotions involving gas," said Peg Heetmann of Promotion Mechanics, a Connecticut company that helps set up contests and sweepstakes.

Marketing employees buy gas, too, and have been watching the price of a gallon of regular creep up. The average price in the Pittsburgh area yesterday was $3.842 a gallon, according to AAA East Central. Breaking the $4 mark seems inevitable.

For those tossing around ideas to promote a product or a business, rescuing people at the pump seems like a sure bet to build a little good will, get some media attention and maybe generate some sales.

"It's what everybody's talking about," said Monty, a WDSY morning show radio host who goes by one name. There are few better ways, he said, to ensure people will be happy to meet you than by giving them free gas.

Playing the gas card gets consumers moving. The promotions team at Chrysler souped up its summer sales season with its "Let's Refuel America" deal. Car buyers who drive away with their new vehicle during a limited time are being promised a deal to lock in three years of gas at $2.99 per gallon.

Of course, there's a natural connection between automobiles and gasoline. Those considering using fuel in their marketing efforts need to make sure there's some sort of link, said Ms. Heetman.

But, then, Americans use gas for so many things that it doesn't seem to be a difficult connection to make.

Callaway Golf is offering a $100 American Express gas card with the purchase of certain new drivers. The company's promotional materials said it is hoping to help make the drive to the course easier.

The obvious puns weren't the, er, driving force behind the deal, promised Tim Buckman, a spokesman for the Carlsbad, Calif., company. "Basically, we realize that the rising gas prices are making all consumer purchasing choices more difficult," he said.

Summer vacations American-style generally involve burning a bit of fuel, too.

In a marketing campaign that began earlier this week, the Pittsburgh tourism organization VisitPittsburgh began offering those who book overnight stays through its services a $10 GetGo gas card for each night. "You get here, we'll get you home," said Beverly Morrow-Jones, executive director.

Other tourism destinations are going down the same road. In Virginia, Fairfax County hotels are offering gas rebates while a business near Shenandoah National Park has a deal offering $25 gas cards. Hershey Lodge and The Hotel Hershey sent out a bed and breakfast package offer that included a $50 gas certificate.

"I think people need an incentive when things are looking like they're looking now," said Ms. Morrow-Jones.

Even closer destinations are taking that attitude. Patrons of a sidewalk sale at the Plaza at the Pointe in North Fayette this weekend can enter to win a gas card if they make qualifying purchases.

Sometimes the right promotion can pay off in unexpected ways. Verizon Yellow Pages and Superpages.com, both owned by Dallas-based Idearc, have been doing the free gas giveaways around the country as a way to raise awareness of the phone books.

Lately, the interest in fuel seems especially strong. "Prices are so high that it's something hitting a nerve with consumers," said spokesman Andrew Shane.

Yesterday, 24 giveaways were held from Los Angeles to Pittsburgh and Philadelphia, with each limited to the first 200 cars. In Pittsburgh, there was an effort to keep the location secret until just before the 11 a.m. start, although about 50 cars had already lined up by 9:30 a.m. yesterday, according to a Giant Eagle spokesman.

In other markets announcements were made earlier. In one city, a woman got in line the night before and slept in her car. Mr. Shane said he was told she planned to use the $40 she saved on gas toward groceries. "You hear something like that and you count your blessings," he said.