Pay Dell to preinstall
EU on every one of their 'gaming' class systems.
This avoids the long download time. Free dvds and similar are ok from respective magazines but they usually get thrown out when given away at events.
Package
EU dvds for sale in Best Buy or Amazon.com and sell the DVD for 4.99 and have a big sticker that says, 'Free to play and only 4.99 to buy.' You might also include something on the box that says the game is free to download.
Get the devs blog up to speed, have mirrors on myspace and blogger, and use keywords to catch searches.
Prior to movies here in the U.S. you will see a 10 to 20 minute short news type show about upcoming movies and music. Usually there are commericials in this segment. Utilize this captive audience and target horror, scifi, and fantasy type movies.
As far as banner ads, Blogger, MySpace, Wired, and popular MMORPG blogs.