Pacing makes prizes

To promote their new deodorant and body washes, Old Spice have created a mobile website. Going for a run? Open the site on your phone and it will draw a map of your route. Upload the finished shape, and Old Spice 'might' send you a gift vaguely shaped like the thing you drew.

A fun and interesting way to use user-generated content as campaign content, and create customer engagement.

AdWeek