American Express

American Express wanted to cut through the holiday marketing clutter with a promotion that broke the mold and got consumers talking. The result was My Wishlist, a special site that offered limited supplies of the hottest items exclusively for card members. Items changed every day, and the site operated on a “first-come-first-served” basis. Visitors were enticed to come back with a weekly preview of items. At launch, this unique holiday promotion resulted in 113,000 new credit card applications as well as millions of visits to the site.