Launch: January 1999
Brief: A frequency program awarding points to members for visiting SportsLine pages. Points are redeemable for merchandise; members are entered into $1 million sweepstakes. Basic membership is free; $39.95/year buys additional benefits.
Goals: Increase site loyalty, build customer database, drive visits to less-trafficked areas of site.
Members: Nearly 200,000; paid membership undisclosed
Average page views per day, first quarter 1999: 6.8 million*
Average page views per day, April 1999: 8.8 million*
Average page views/visit, Rewards member: 23.88
Average page views/visit, non-member: 11.37
Percent of 1999 promotion budget devoted to Rewards: 20%