Abstract: A communications platform (10) that includes at least one digital device (12), a platform server (14) and a sponsor device (18) wherein the platform server (14) is capable of configuring a device application that runs on the digital device (12) in accordance with actions and benefits that are defined by an inducement rule that is created in the sponsor device and provided to the platform server. The communications platform (10) cooperates with at least one social media server (22) to monitor for social media actions as defined by the inducement rule and affords benefits to the digital device that correspond to the actions under the inducement rule.