Streams Online Media Development’s Amazing Virtual Subway Game* applied this premise to an online game for Subway Restaurants in 1996. Players assumed one of several characters and racked up points eating sandwiches before their soda ran out. The players scores were publicly posted much like arcade video games high scores.
Though Tony Schwartz passed away in 2008, partipulation is alive and well today.
* The Amazing Virtual Subway Game was created by Streams on behalf of Hal Riney Heartland for Subway; Flash programming was done by Stone Interactive.