Akestam Holst create an iPhone app contest for the Swedish Post that asks players to virtually "deliver" parcels. The app shows you where a "parcel" is, and then lets you pick it up and "deliver" it to a specific location. The parcel can contain anything with a value from SEK 300 to SEK 5,000. If you deliver it before anyone else does, you win whatever's inside -- and the coveted title of Sweden's Safest Hands.
The effort is similar to other iPhone-based digital contests, like Vodafone's "Buffer Buster" and New Balance's "Urban Dash."