Until a cryptocurrency-based smart contract system becomes established (such as ethereum or codius) I just don't see how this type of business idea is going to be feasible (but certainly the roads of silicon valley are paved with the bodies of people arguing this or that business model is never going to work :-)
On the other hand, if you DO have a way of providing such penalties in a cost-effective way, this concept would have more potential... and the only solutions I can think of still need more technology infrastructure to be developed.
How would you compete with those kind of services? What would be the advantage(s) for a brand to offer free tshirts/stickers/caps to people so they can become "living ads"?
This kind of sponsor/ad thing has been working with celebrities, do you think everyone can be visible enough to be interesting for big brands?