Filed under: stephanie fierman
Woo-hoo! OfficeMax is offering a tidbit of good news by bringing the Elf Yourself campaign back for the ’08 holiday season.
For those of you living under an Internet rock, OfficeMax’s 2007 ElfYourself campaign is legendary. It’s a fun, extremely easy to use site at www.elfyourself.com that lets you upload a photo, put it on top of the body of an elf and then make that elf do all kinds of silly dances… You can send your elf to friends… It’s sure to give anyone a laugh.
Last year the ElfYourself site received 193 million visits and spent the equivalent of 2,600 years on the site. One in ten Americans visited the site and more than 40% of those who tried the application credited OfficeMax with creating good will at holiday time. 30% also expressed (OfficeMax) purchase intent.
This year there are new features including the ability to create a YouTube video featuring your dancing elves.
OfficeMax may have lost over $400 million in 3Q08, but this is so smart. The campaign is relatively cheap and has gotten so much positive coverage. Companies need to look for and continue to execute on opportunities like these: ones that lighten the spirit and that do not look outlandish and overly expensive to consumers. Resist sticking your head in the sand. Marketers must convince their management that you’re in business until you’re not.
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