I think there are good opportunities at local level gamification, zone based by a node perhaps, sweepstakes, bingo, environment hunts (like the Easter egg hunt) .. things that can be that towns IoT things or activities.. from a user application level. For those that end up doing social based "activity" apps like this, then perhaps only a short step over to IoT-based commercial marketing opportunities with local merchants and brands. (in terms of tying into trackables, wearables)
It's also interesting when you consider the robust sensor packages people have in their smartphones, I can see this tying in later towards local crowdbased sensing and data collection initiatives that compliment fixed device sensors, and stuff like that..