A method and apparatus for engaging consumers in the performance of predetermined action. The method comprises the steps of determining performance of a predetermined action, broadcasting confirmation of performance of the predetermined action, and providing incentive based upon the broadcasting. The predetermined action may include comprises consuming a consumable item. The broadcasting may be performed via a social networking site, and wherein the broadcasting further may include transmitting a video of the performance of the predetermined action. The incentive may comprise a monetary incentive to the performer of the action, to one or more peers of the performer of the action viewing the broadcast, or to one or more peers of the performer of the action upon performance of the predetermined action by the one or more peers.