ClickZ: Jockeying for Exposure

ClickZ's Tessa Wegert looked back to 2003 and singled out a notable microsite campaign for Jockey, in which the apparel manufacturer sponsored a Flash application called Make-A-Flake. Promoted only with a house list of 1,500 names, the microsite garnered 17.4 million page views, leading to the creation of 1.8 million "snowflakes." On the site, Jockey promoted free shipping if a customer referred to the Make-A-Flake application.