Found it! http://www.managementexchange.com/hack/end-performance-management-we-know-it. Turns out I was way off on my facts - yes, oil company, no, not >100k people. But the traffic experiment was on the money. And I've now saved the link in Evernote :-)
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Haha, that's great. We all sometimes go way off our facts :D our memory can only take so much. Thanks for the link, I'll check it out.