There’s a new heritage trail of Little India in Singapore that uses Physical Web beacons to guide visitors through unique facts and stories, historical photographs, and crowd-sourced content.
The article on their web site is a great example how you can a) provide clear instructions on how to use the Physical Web and b) provide an incentive to start using. In the case of the trail there’s a contest. If you use your mobile device to access the Little India Physical Web Experience you can redeem a gift.