BE KANYE: Billboards in New York City subways have recently advertised a pill that can turn any Pete, Jane or Bob into high-profile rapper Kanye West.

The odd ad isn't from a pharmaceutical company. Absolut vodka, without identifying itself or its product, is using it to draw people to a Web site -- bekanyenow.com -- where its pitch is more direct.

So-called viral ads like Absolut's campaign have been around for years and routinely appear on YouTube and social-networking sites. Forrester Research estimates interactive advertising, which includes viral ads, was worth $20 billion in the U.S. this year -- an amount expected to triple by 2012.

But the strategy could backfire, according to Allen Adamson, author of the recently published book ''Brand Digital: Simple Ways Top Brands Succeed in the Digital World.''

''It could get people talking, but you also have to be careful -- people may be too busy or don't want to work that hard to figure out what the heck it's about,'' said Adamson, who is managing director at brand consulting firm Landor Associates. ''With this, people may not connect the ad to the brand at all, and you may end up shooting yourself in the foot.''

Companies are increasingly looking toward the Internet and digital technology to draw attention to their brand, he said.

''The digital world has magnified what is true about building great brands -- understanding the customer's mind and engaging consumers,'' Adamson said. ''People are much more willing to tell you things online that they wouldn't in person, like what kind of toothpaste they use. They're more than happy to tell you their deepest, darkest secrets.''

BACK-TO-BUDGET: The sagging economy may prompt some parents to reconsider how they approach their back-to-school shopping this year.

To avoid buying more than your family can afford -- or arguing with your tween in the middle of the mall -- parents should work out a spending plan with their children, advises Beb Linton, education program manager for Atlanta-based Consumer Credit Counseling Service.

''It's important to set a budget and make it clear that if they want to buy something expensive, they need to give something up somewhere else,'' Linton said.

Linton suggests buying things like underwear and socks in bulk from warehouse stores, and shopping at discount retailers. He also pointed out that clothes often go on sale after the initial back-to-school rush, so waiting a few weeks into the school year could get you more bang for your buck.

Children grow quickly, so look for clothes with no definite waistline or elastic waistbands. Take an inventory of what you already have, and be creative: Shorts can be made out of long pants, short sleeves out of long sleeves, and straight-knit dresses can make great tops for jeans, stretch pants or skirts.

Most importantly, Linton said, treat the annual tradition as an opportunity to teach your kids how to manage a budget, comparison shop and hunt for bargains.

GOLD STARS: Feel like you could use a pat on the back every once in awhile?

Executives at Accenture Ltd., an outsourcing and consulting firm, are giving their employees just that through a points-based rewards program, allowing them to cash in on recognition for work well done.

Managers and supervisors have a budget of points they can distribute to employees throughout the year with a personalized e-card. Workers can then redeem their points by picking gifts from an online catalog that includes appliances, electronics, jewelry, vacation packages and gift certificates.

Jill Smart, Accenture's chief human resources officer, said the rewards program is perfect for any office or work environment, and thinks other companies will take notice.

''People love that their supervisors are taking the time out to show their appreciation,'' she said. ''It's clearly impacting people's engagement.''