"Team up with your customers"
"Give back to who has your back"
"Who's got your back?"
"Backly is an application that provides a platform for bands, startups and big companies to reward their fans with insider and exclusive info, contests and awesome swag."
"Backly is a way for a business to reward the supporters of their business, by backing us you get an incentive"
http://backly.tumblr.com/ - their blog
For the first time I've figured out the value of hacker spaces. I almost wish that hacker spaces would have cams like this, or more people would do something similar to this.