I've seen the results of the Celebrity Challenges but have you thought about Corporate Challenges? I know my company is very interested in improving the health of all it's employees (albeit not purely alltrueistic)
Wouldn't it be fun to say, have a competition by industry? You can even offer employees of the participating companies a discount on select devices (possibly even subsidized by the company) You can then follow the progress during the challenge, Company with the most steps, company with the highest average steps by participant and Company with the individual with the highest step count.
This could be a boon for sales and good advertising for all companies.
Moderator Edit: Clarified subject and update label
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