 |
 |
OfficeMax Taps Online Consumers Through ElfYourselfHow can your company harness the power of online public relations, in this social media/Web 2.0 age of YouTube videos, blogs, Wikipedia, podcasts, FaceBook, My Space and video sharing sites like Revver and Flickr?Consider how Maccabee Group launched an online buzz-building PR campaign for OfficeMax’s 20 Christmas Web sites – including ElfYourself, a site which Maccabee Group helped transform into a pop culture phenomenon and what Advertising Age called “a breakout online hit.” Working with web designers TOY and dozens of bloggers to generate buzz, Maccabee Group inspired Internet users to send 11 million OfficeMax-branded elves to friends worldwide. Consumers created as many as 41,000 OfficeMax elves per hour. Media coverage for OfficeMax included ABC-TV’s “Good Morning, America,” USA Today, Entertainment Weekly, New York Times and VH-1 TV’s “Best Week Ever.” Maccabee Group’s campaign sparked 40 million media impressions, as ElfYourself became the fastest-growing site on the Internet just before Christmas. Promo magazine hailed it as the year’s “Best Interactive Viral Promotion.” With 444,523,398 page views, ElfYourself became the most successful interactive marketing campaign in OfficeMax history – enabling OfficeMax to enjoy a 20% bump in online traffic! |
 |
     INDUSTRY RELATED: |  |
||||||||||||||||||||||||||||||
|
|||||||||||||||||||||||||||||||||
