In late 1999, Budweiser created and launched the television campaign, "Whassup!" that caught the attention of the world. How do you sustain and build upon that buzz/talk value to continue the momentum on a resurgent brand? In February of 2000, Tribal DDB created a dedicated Flash jump page within budweiser.com to feature the Whassup! charcters and commercials. Also, we created postcards, email programs and downloads. Ultimately this content became valuable destination content on the web. budweiser.com reached over 1 million visitors in February 2000, and to date, it continually achieves around 1 million visitors every month. Since inception, the Whassup!? feature is consistently one of the top requested content areas within budweiser.com. Site traffic has doubled yearly from 1998 to 2000, and Tribal DDB's Whassup!? content has played a significant role in that increase.