Embedding of digital incentive tokens within a digital image can occur cryptographically using a public key in some embodiments. An encrypted digital incentive token may be embedded within a digital image, including a variety of encrypted information. The digital image with the embedded digital incentive token may be sent to users via delivery mechanisms such as direct webpage embedding, email, text message, and social media sharing. An image recipient may be able to view the image and also take additional action including gaining access to the embedded digital incentive token. Digital incentive tokens can be embedded by altering image metadata so that the image itself is not changed in some embodiments, but data associated with the image is changed to identify the token. Pixel data can be altered to reflect a token for an image. Digital incentive tokens can also be tracked through different platforms to determine usage.