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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%

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