1. A method, performed by a server system, for automatically updating a user profile comprising: creating and storing, on the server system, an action data set representing an action that a user can perform and defining an indicator that can be awarded for performance of the action; creating and storing a unique identifier in association with the action data set, the unique identifier also being associated with a URL; writing the unique identifier and the associated URL to a proximity device; creating and storing, on the server system, a user profile for a first user, the user profile being associated with an identifier of the first user; in response to the first user employing a client device to interface with the proximity device to thereby receive the unique identifier from the proximity device, receiving, from the client device, a first communication that includes the unique identifier and the identifier of the first user; employing the unique identifier received from the client device to locate the action data set; extracting the indicator from the action data set; employing the identifier of the first user to locate the first user's user profile; and updating the first user's user profile to include the indicator from the action data set.