Cardholders at First USA (Wilmington, DE; $69.5 billion; 59.1 million cards) are encouraged to visit the account access section of its Web with a $1,000,000 instant-win sweepstakes. After logging in to the password-protected site, users click on the “instant win” button to receive a Java-based “game piece.” Using their mouse, users “scratch” the moneybags (left screenshot) to reveal the prizes underneath (right screenshot). The Java applet simulates real scratching complete with sound. It’s very cool. Matching three of the six values wins a prize ranging from a $5 card credit to $1,000,000. Only one card can be played each day. Cardholders were notified of the sweeps through a postcard mailing.

Before: Users get a game piece once per day.

After: Scratch off the moneybags to reveal prizes.