We here at SFist receive up to a hundred press releases a day. Sometimes we use a few of those press releases to inform you of something we consider noteworthy. And sometimes, though very rarely, a press release is so astounding that it's best to let the missive speak for itself. Behold:

Zazzle, the title sponsor of this year’s 100th Zazzle Bay to Breakers, today announced its Potty Hero campaign, aimed at encouraging participants in this year’s centennial race to make use of the 1,200 port-a-potties stationed along the course, double the amount from last year. Race participants who elect, rightfully so, to utilize the port-a-potties, will earn Potty Hero wristbands from Zazzle crews stationed at each mile along the race route and will have the opportunity to partake in photo opportunities next to large posters featuring speech bubble phrases such as “Mission Accomplished” and “I hit the mark today.” Race participants who collect a Potty Hero wristband will receive special discounts on official Zazzle Bay to Breakers merchandise at the Zazzle Footstock concert at the end of the race.

Funny that. Your SFist editor uses similar reward techniques when babysitting our two-year-old godchild who's in the process of toilet training. Fascinating.

Also, "socia media" aspects will be interwoven throughout Zazzle's (awesome) attempt at getting racers to pee like proper adults. You can use the hashtag #pottyhero on Twitter or, better yet, do a Foursquare potty check-in to receive points at each port-a-potty station. (Have you ever wanted to be mayor of a toilet? Now's your chance!)

The 12K Bay to Breakers race takes place this Sunday, May 15.