a campaign in Israel where people uploaded pictures of their smiles and a juicemaker would squeeze fresh juice. the user then had a chance to donate the juice to 1 of 4 non profit organizations.
kraft introduced smile tagging. install the smile tagging button. when people find something they like while browsing, they smile, click the button and then it will be posted to the page. others can then look at the link the person was smiling at.
Royal New Sealand Airforce advergame on youtube lets you fly a virtual helicopter and you have to complete challenges and objectives. you can post your personal video on youtube