<p>A system for increasing consumer affinity for a brand associated with a sponsor, comprising a server computer hosting a Web site. The server computer enables a user and a subuser affiliated with the user to access the Web site over a computer network through a client computer and stores data in a database, including a user account having a reward point balance associated therewith for the user, and one or more sub-user accounts affiliated with the user account, each affiliated sub-user account having a reward point balance associated therewith for the affiliated sub-user. The server computer enables the sponsor to credit one or more reward points to the user account and to credit one or more reward points to the affiliated sub-user account. The server computer enables the user to distribute one or more reward points from the user account to at least one of the affiliated sub-user accounts and enables the affiliated sub-user to redeem one or more reward points to the sponsor in exchange for merchandise.</p>
