From a MyPoints email...

If you see Max's image, simply search for him throughout the MyPoints Shopping! pages. Click on Max to earn Points. Max's Point awards vary and he could be worth up to 1,000 Points! From October 28 through December 13, when Max is on the site, his Point value will periodically change. Check in the morning and Max could be worth 5 Points. Check again in the afternoon, he could be worth up to 1,000 Points. Visit MyPoints.com daily to see if Max is making an appearance. You could earn yourself thousands of Points!