Have a competition.

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Host and promote a competition. You can call it "The Great ____________ Race". Set up a small number of teams, each with a small number of participants. One team wins upon accomplishing the appropriate task you set before them. The entry fee may be the cost (or reduced cost) of your service. Grand prize is either more of your product or service, or you may find a sponsor to provide the winning prize(s) in exchange for promotion through the event. There are also services available that help you offer some of the larger packages like cars, electronics, et cetera. (Essentially, you buy insurance against the cost of the prize if someone wins.)

Variation: Donate your product or service to a charitable cause in the winner's name.