Infinite Budget SEO?

I am a few days into a new project, it is one of the toughest niches and I pretty much (as with all projects, prove the roi) have a theoretical "infinite budget" So, I come from a large digital agency background and will aproach this project in this manner but the fact is I am also a very long term black hatter. I am not looking to be given somone elses strategy I am thinking more of a little brainstorm on what you would invest in first if you had serious budget.I will be influencing call to action in TV campaigns which is to be honest the greatest leverage we ever get (in my opinion)So, whats your top purchase? (do not say xrumer, I already have it and of course use it only for "testing")

viral content production
contests and sweepstakes
share for offer/trial

make 10 videos which are related or even semi-related (if you're selling PC's make videos about watching movies online or w/e) to your niche, share them on your company blog/fb page/twitter w/e and wait for the ROI...

Good ideas, thanks! got contests and freebies already, the niche is very much into trial and offers so am on that, had not thought on videos but it could be great.Thanks!