Plead Your Case for a Case Contest: To drive web site traffic and measure how word of mouth spread on and off WFLW campuses, we developed a weekly contest that gave away a case of DWR to the student who in fifty words or less best explained why he or she needed a case of the product and how he or she would use it. We provided students with lanyard imprinted with the Web site address so that they could remember the Web site name. More than 560 entries were received, and 10 percent of these entries were from non-WFLW campuses