In less than a year Snowball.com became one of the largest online magazine and e-commerce affiliate properties on the web with over 100 URL's being fueled by Snowball's content and community tools. The beginning of Web 2.0 as we know it today.

Snowball.com branding allowed the company to succeed in going public (NASDAQ) even though the dotcom bubble had already begun to burst. Site107's cofounder managed the print, online and television launch that skyrocketed consumer and trade awareness globally. The innovative ad campaign created a storm of press attention through its colorful graphics, aggressive 'wild posting' poster campaign and for coining the phrase, the i-generation (or i-gen). Today, Snowball's IGN.com site - now owned by Rupert Murdoch - is tops in the young adult male category on the web.