From Inside Higher Ed, an article about a Facebook app designed for college recruiters:

The solution they came up with essentially offers a series of “challenges” to students interested in SUNY Plattsburgh. Each challenge requires them to upload video or photographic evidence that they fulfilled their mission, so to speak — anything from attending a sporting event on campus, visiting Lake Champlain or wearing Plattsburgh gear in nearby Burlington, Vt. The idea is to get prospective students excited about Plattsburgh traditions long before they even think about applying — say, ages 14 or 15 — and to pass on the application to friends who also might be interested.