When pepsi launched its pepsi stuff point-based continuity program, it wanted a way to keep participants informed and engaged. Each e-mail had to provide relevant information and rewards that consumers couldn't find anywhere else. Tribal ddb created a dynamic template that allowed each e-mail to be visually unique. The background colors are never the same, and even the placement of the content is flexible. Animation draws the eye to call-outs like mp3 downloads, quizzes and sweepstakes. With an average click-rate of more than 50 percent, Pepsi Stuff Insider is one of the largest sources of traffic to the site, and by far the most cost-effective. It consistently scores a 15 percent forwarding rate or higher.