Red Bull SIM if you've got Klout
Red Bull are giving away fully loaded SIM cards to people with Klout as part of an F1 Australian leg promotion.
http://klout.com/#/perk/MEC/RedBullAustralia
Klout measures social influence through channels like Twitter and now Facebook. The pay off to brands is obviously that if you reward the influential you maximise advocacy potential. The pay off to consumers is arguably recognising them for being popular and having influence is flattering and requires next to no effort.
I doubt there is a category that couldn’t use targeting by influence to their advantage. One of the airlines in the US for example gives discounts on fares to people with more than 1,000 followers on Twitter.