Groupon, a special-of-the-day coupon based company, has launched a new website, Grouspawn, to incentivize dating that leads to procreation.

Groupon realized that many customers were utilizing their services to go on dates, and decided to become more socially responsible by offering two children a year a $60,000 trust fund if their parents meet and conceive on a Groupon date. To aid in finding potential dates, Groupon even created a matchmaking service so people can find their perfect coupon clipping partner.

The Yellow Pages have taken traditional billboards to a whole new interactive level with their Billboard Master campaign. Israeli reality TV stars Eliraz Sadeh (Big Brother) and Natan Bashevikin (Survivor) competed inside a giant billboard to see who was the best at using various Yellow Pages tools.

Each contestant had to perform a set of challenges and tasks using only Yellow Pages properties such as their smart phone application or Facebook page. The loser of each task had his living space decreased until he was no longer able to fit inside the billboard.

Axa Insurance launched a print iAd to help promote the launch of its iPhone app in Belgium. The application helps guide users through what they should do after an accident, and provides helpful information like car repair shops nearby.

The ad depicts the scene of a car accident with the instructions to place an iPhone over the highlighted print area. Once the iPhone is correctly aligned on the page, a video of how the accident occurred begins to play, leading to a screen where the app can be downloaded.

To help raise awareness about the threat of poachers to the Siberian Tiger, the World Wildlife Foundation recruited Leo Burnett Moscow to create an augmented reality experience that turned people into prey.

Special fitting rooms were placed in popular Moscow clothing stores, and when a customer tried on the customized Tiger T-shirts in front of a fake mirror, it appeared as if a poacher had shot them in the chest.

Nokia’s Push recently teamed up with Burton Snowboards to create a phone application with the ability to track snowboarding movements as boarders carve down the mountain.

The application will track speed, airtime and the type of tricks pulled off, all while awarding a score for popping that huge kicker. Boarders will then be able to post their digital score to their social channels to ensure that they have proper bragging rights amongst their friends.

Last week, we touched on ABC’s promotional iPad for My Generation – which was launched to promote the new program in its Fall line-up.

NBC is leveraging another social platform to increase awareness around its popular show, Community. Its second season is scheduled to start tonight — but as this Fast Company article explains, the network will launch a prequel (or “Twittersode”) earlier in the evening. The Twitter-based online episode will feature conversations between various characters on the popular microblogging platform. This effort uses existing assets — each key fictional character’s Twitter account has been up and running since the first season, and clearly plays a pre-established role in the overall digital strategy.

Earlier this year, we touched on several new tools and services which look to integrate social components into digital books, textbooks, and magazines – notably, Flipboard and Inkling. IDEO explores three concepts in this realm, which they’ve named Nelson, Coupland, and Alice. These three concepts examine the potential to contextualize books by pulling in statistics, fact-checking capabilities and online commentary in the sidebar — as well as the ability to share, organize and create original content in real time (or for interactive gaming features). It is with this last concept Alice, that the design firm explores the act of reading as a gaming experience. Similar to The Mongoliad, this will allow readers to participate in key components of the plot and even contribute to the story as it unfolds.

Learn more here.

Earlier this year, our One Thing featured Play: A Biennial of Creative Video — Guggenheim Museums’ partnership with YouTube. This collaborative project was open to the public, and required users to submit innovative and original video footage from the past two years. Unlike Kevin Macdonald and Ridley Scott’s Life in a Day YouTube project, this effort did not have any other set guidelines.

The Play YouTube channel has been updated, and now features 200 of the top submissions (which were selected by a pre-selected jury of artists, filmmakers, designers and musicians). The shortlisted videos are featured in an interactive display that appears as a header on the branded YouTube channel. The header also provides users with access to various content such as the Guggenheim blog and a visual Twitter Wall.

Captcha is a frequently implemented computing tool used to test the validity of sign-ups for online services such as Facebook, Gmail or Twitter. This process requires users to type out a computer-generated line of text that typically includes both letters and numbers, and helps social channels separate authentic sign-ups from click-through bots.

While we continue to see interesting and creative new outlets for traditional banner ads online, Solve Media’s new solution for brand engagement using Captcha caught our eye. Instead of including a traditional spot at the top of the page, this approach requires that users type in brand messaging and/or names into the Captcha text box – automatically increasing the level of interaction, and providing 1200% greater message recall than a banner ad.