Maccabee launched an online buzz-building PR campaign for OfficeMax’s 20 Christmas websites, including ElfYourself, a site which Maccabee helped transform into a pop culture phenomenon.
Working with web designers TOY and dozens of bloggers to generate buzz, Maccabee inspired Internet users to send 11 million OfficeMax-branded elves to friends worldwide. Consumers created as many as 41,000 OfficeMax elves per hour. Advertising Age called ElfYourself “a breakout online hit.”
Media coverage for OfficeMax included ABC-TV’s “Good Morning America,” USA Today, Entertainment Weekly, The New York Times and VH-1 TV’s “Best Week Ever.” Maccabee’s campaign sparked 40 million media impressions, as ElfYourself became the fastest-growing site on the Internet 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.