It's not consumer-focussed (see the comments to my post on the first consumer brand on Google+), but it is pretty clever, albeit a bit spammy. In fact, it's more a campaign *using* Google+ as a reward mechanism than actually on Google+, but let's move on...
According to TNW:
"pH saw the hugely increasing demand for Google+ invitations, and the company had heard about a workaround that would allow you to invite people by tagging them in a photo. So pH went to work creating an image that was nothing more than an invitation, then tagging anyone in the marketing industry who dropped them an email requesting to be invited."
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