“We’re making academic success as covetable as a Cadillac Escalade or a Jay-Z album to address the demand side of the equation,” said Andrew Essex, CEO of Droga5, the advertising agency that conceived of The Million. “We’re giving kids something they actually want.”
The above quote comes from a LetsRedu article about a program in Oklahoma City that gives free cell phones to sixth- and seventh-graders. Students are rewarded for school performance with more phone minutes. Read the story for more details about incentives that work -- and those that don't.