A system, method, apparatus, means, and computer program code for facilitating or allowing a user's affinity for a property to be evaluated, recognized, rewarded and/or monetized. A user may access a Web site, computer system, kiosk, or other resource operated by, for or on behalf of a property. For example, a server may implement a Web site on behalf of one or more properties. The user may then provide or authorize a payment that allows the user to receive or take a test directed to examining the user's knowledge of a property and/or to receive information regarding one or more actions that the user may complete to demonstrate the user's affinity for the property. A user demonstrating affinity for the property may receive recognition or other benefit associated with the property.