The site allowed visitors to pick a custom, cheeky e-card to send to a loved one. The card came with a free three-month subscription to Businessweek. We also negotiated a deal with Papyrus (a greeting card shop) to carry the cards in commuter heavy locations in New York and San Francisco, where the parents of millennials are likely to be.

We were being judged solely on conversion rate and the rate was considerable: 30% of all visitors to the site signed up for a subscription.