They are competing over who can flaunt the most flesh to gain publicity.

Martial arts schools sometimes demonstrate challenging breaks in order to gain publicity and inspire enrollment or attendance.

Primes are a way to encourage more competitive riding, and also an opportunity for companies to gain publicity by sponsoring a prime.

There were also suspicions of her faking phobias to gain publicity, while she continually fainted during the tasks.

This entire episode was a hoax designed to gain publicity for the cave and increase the number of tourists visiting the cave.