1) Neo that rewards you with "gas" (its own version of ether) for holding NEO it the neo wallet
holding some coin in your wallet is no better than speculation, in fact it is exactly like speculation! you invested in it and it has nothing to do with "adoption"Quote
2) Shopcorn that gives back 10% of the money you spend shopping online in the form of tokens (think points)
this is more like it.another example is Byteball. https://byteball.org/
they are creating actual incentive for real adoption by merchants. it is their "cashback program". in most cases it is 10% of the purchase amount. and it is paid back in actual Byteball (the coin itself, no tokens,...)
https://byteroll.com/cashback
https://medium.com/byteball/byteball-cashback-program-9c717b8d3173