Abstract: Embodiments may relate to systems and methods for distributing incentives to encourage subsequent action. In one embodiment, a method to facilitate encouraging consumer behavior can be provided. The method may include electronically identifying a consumer to be a recipient of an incentive device by a marketing system, wherein the incentive device is associated with a marketing campaign defining at least one predefined activity to be performed by the consumer prior to activating the incentive device, and wherein the incentive device has inherent value that is available for redemption upon activation. The method may further include storing consumer data associating the consumer with the incentive device in the marketing system. In addition, the method may include distributing the incentive device to the consumer in an inactivated state, and electronically activating the incentive device only upon receipt of an indication that the consumer has satisfied the at least one predefined activity.