Pepsiworld has continually evolved over the years. In 1999 the site refreshed every month with entirely new interface and content offering. We challenged that approach by conducting research into consumer preferences. Additionally, Tribal and Pepsi collaboratively drove a strategy shift establishing Pepsiworld as a central point of all marketing communications both offline and online. If a consumer sees an advertisement on television, reads about an offer on packaging, sees an offer in a P.O.P display, or interacts with any number of local events he can go to Pepsiworld to learn more, participate, and even extend the experience. General success metrics include user session increased by 30% from August to December with the introduction of games like "The Jeff Gordon Dot Race." Overall page views on the site increased by 30%. And, the PepsiWorld site averaged 70,000 downloads per month; downloads include "Choose Your Music" lyrics and screensavers. From its start in 1996 through the end of 1999 Pepsiworld built up a list of nearly 100,000 registered users. Today the site has increased that list to 205,565 registratns - a 100% increase in just one year. In mid 2000, Pepsiworld reached its end-of-2000 goal of 2,000,000 user sessions per month. And through the summer reached upwards of 3,000,000.