swayr was a start-up that I worked on with several folks, including George Ruan and Paul Limon. The idea was to use gamification to encourage sharing of media. So we would have links to media that we could track the use of. Then we would build game mechanics that encouraged people to share links. Companies would pay to run campaigns through the swayr system. This is certainly something that is being done in all kinds of different ways now, primarily homegrown approaches by big brands like Coca-Cola.