Geoloqus has stickers that you fill in yourself with a web address to visit, on your mobile phone, to find pictures, text and possibly even audio, about the place you found the sticker.
The stickers have nice little teaser lines on them like "Last Saturday night I was standing right here and..." or "Would you like me to share this with your friends?" then the web address is scribbled in underneath.
That seems to me a very open and engaging way of drawing people into the system.
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