The second generation outing for American Express' "My Wish List" was launched in November 2005. "My Wish List" was a holiday season "thank you" from American Express to loyal Card members with a unique sweepstake that awarded many Card members, rather than a single, select Grand Prize Winner. "My Wish List" was a loyalty reward programme and acquisition tool, increasing fourth quarter traffic to American Express Selects. Results exceeded all expectations: Email submission surpassed projections by nearly 400% and millions of card members visited the promotions site with average daily visits increasing almost 60% over the 2004 promotion.