For example, we recently met with an Internet company named Chek. Chek specializes in web based email. Chek approaches companies like Budweiser with the idea that Bud can makes its web site a media property. The first step is to get more people visiting the web site. Now, all Bud enthusiasts can have a free email account.
Many people sign up because they like being associated with certain companies and brands.
They think it is cool. Since email is checked frequently, Budweiser gets a huge and consistant increase in web visits. Budweiser also gets a very specific profile of the person using the account and permission to market to that person. Both Budweiser and the customer benefit. Well, Budweiser wants as many email users as it can get.