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• Needed to motivate customers to try program and to stay in the program
• Needed to make people feel the program had have enough variety in the diet to stick with it

• Created a guestbook that allowed community to share inspiration and facilitate communication
• Created a recipe section where users could share and rate recipes

• Had over 500 users sign the guestbook every day (netting 200 new emails per day for the in-house list and page views accounting for 10% of site activity)
• Increased usage 600% with interactive recipe section and produced higher retention and greater customer satisfaction

• Interesting content is provided through these applications.
• Influence is exerted on visitors by providing inspiration and showing their is a varied diet.
• Interaction is used to create the content and view the content.
• Integration of the the users into a marketing database enables ongoing contact.