Inspired by the ALS Ice Bucket Challenge, the Challenged app lets users create video-based challenges with their friends, or engage with brands for benefit competitions. The app aims to bring in celebrities and influencers to drive healthy competition for the greater good.

Challenged gives brands a new way to develop meaningful product-focused content in the social space.

With the Challenged app, brands have a new way to be creative with branded content, and they can develop meaningful product-focused content in the social space. When Challenged launches today, the founders want to see how users would spend $20,000 in one day. The person with the best suggestion will win some cash to make his or her dream come true.

Jason Neubauer, CEO of Challenged, said in a press release, “In acting as ‘people talking to people’ rather than ‘marketers talking to consumers,’ brands can engage in a two-way dialogue that is innately real and emotional. By focusing on emotional stories and high-quality, inventive production, brands have a real opportunity to establish a unique and memorable social presence.”

The Challenged app has partnered with more than 50 celebrities including Nash Grier, Lele Pons, Cameron Dallas, and others to participate in the launch of the app, as companies kick off campaigns using the #Challengedapp hashtag on Twitter. The app also enlisted F*uck Cancer, HotelTonight, and Walgreens.

“Video continues to be a compelling way to tell a great story. Today, more than ever, user-generated content inspires action and connects brands with customers,”Adam Kmiec, Senior Director of Mobile, Social and Content Marketing for Walgreens said. “We believe the Challenged collaboration will be an effective and unique approach to reaching a key consumer audience and driving omni-channel conversions.”

Walgreens will challenge users to provide their best summer beauty tips in 12-second videos, using CIRCA Beauty or Nonie Creme Colour Prevails products, which are only available at the pharmacy chain. Beauty expert Lauria Locsmondy of Walgreens Social and Content creative team will judge the top 3 videos submitted to the “Summer Beauty Challenge.” Walgreens’ video challenge will run from June 9 through July 8, using the hashtag: #BeautyChallengeContest.

Challenged has raised more than $1.2MM in funding led by 26MGMT, a leader in social media management. Other investors include celebrities such as Nash and Hayes Grier, Cameron Dallas, Rodney Jerkins, Universal Music Group, Evolve Music Group, and more. Other key partners include Musicians on Call, iHeart Radio and Photofy.

You can download the Challenged app from the App Store here.