[pwhython]

I just invented something (probably not). Voluntary Ad Photo Submissions™. Someone takes a photo of their friend drinking Pepsi. Posts it, tags the advertiser: @pepsi. Use a hashtag, whatever. Pepsi looks through their submissions, selects a photo they like and uses it for their Instagram ad campaign. BAM. Now it's a game. The "winner" is popular, they get the likes. Pepsi gets tons of free advertising from everyone posting Pepsi photos.

[zek]

perhaps even pay out a small percentage to the user based on the number of likes?

[prawn]

I don't think they'd need to. Plus doing that and avoiding it being gamed would be a hassle.

[joebeetee]

Facebook have something somewhat similar to that called Sponsored Stories. Page admins can pick a user post and promote it/turn it into an ad. Doesn't have the cool acronym VAPS though :)