The strategy was to capture the attention of all potential users with a single message and a grand prize with universal appeal—cash. The plan was to use e-mail viral marketing (the refer-a-friend principle) to deliver the message to a much larger audience; the theory was that people were more willing to read and respond to e-mail that they had received from a friend.

A key component of the strategy was that the message and prize were designed to appeal to individuals—the money was to be for personal use, not products for one's business.

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