Giant Bikes did something like this a year or so ago - ran a campaign and recruited a bunch of "ordinary, everyday" riders as brand ambassadors and supplied them with a bike to ride around on, plus helmets, team kit, etc etc. Neat idea, dunno how it panned out for them.
Edit:
Go for it DJ, I reckon they'd be frothing to get you and your GoPro DW'ing on the new 14' Dart when it arrives. 
