There is no doubt that the people at Moosejaw know how to have fun. Their web site is fun. Their monthly contests are fun. Even their terms and conditions are fun. Since the only way I'd be caught on a mountainside is dead, I had to find out about them from a marketing article in the NY Times: Reaching More Customers With a Simple Text Message, 2007-Jul-16, by Bob Tedeschi:
A recent [cellphone text] message sent to customers, for instance, conveyed the news that someone had told Robert Wolfe, one of Moosejaw’s founders, that he looked like Ben Stiller. It then asked customers whether that was a good thing and promised points in the company’s rewards program for those who answered “correctly” (meaning yes). Sixty-six percent of the customers who received the message voted.
I try to keep it fun for my customers by making this newsletter easy-to-read, upbeat, and decorative. I don't always get it right, but I keep trying.