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Library/Campaign/OfficeMax Elf Yourself
Grade B24 sourcesHIS-01499

OfficeMax Elf Yourself

Campaign · 2006 · Niche

36Editable slideCertificate

OfficeMax's dancing-elf site drew a reported 36 million visits in its first season.

The official ElfYourself site and its dancing-elf preview.
Office Depot / OfficeMax
JibJab's personalized ElfYourself gifts, including cards, ornaments and blankets.
JibJab / OfficeMax
OfficeMax Elf Yourself
Wikipedia (non-free, fair use)

Spread Score

How it works
ReachNo data yetContagionNo data yetBreadth70Velocity0Longevity2536

Numbers

Peak proxy date
Dec 2007
Nov 2006 to Dec 2007
Platforms
5
Started on Open web
Origin
Mixed
Retail

Mechanics

  • Shareable outputPrimary
  • Remixable template
  • Platform jump
  • Press loop
  • Real-world spectacle

How it spread

Trace the origin

OfficeMax's face-upload site spread through personal greetings, forums and broadcasters' own elf videos. JibJab joined in 2008; registration was removed the following year. Merchandise, annual relaunches and an iOS app extended the campaign.

Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesMar ’06DecOct ’07Jun ’08Aug ’09Aug ’10Oct ’11Mar ’13Mar ’15Dec ’17Feb ’21May ’23Peak proxyOpen webTVFacebookYouTubeApp stores
Open webTVFacebookYouTubeApp stores

13 more events on this chart

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Timeline (16)

  1. November 2006

    OfficeMax / Toy / EVB seed · Nov 2006

    OfficeMax released a site that put an uploaded face on a dancing elf.[1][2][3][4][5]

    Open the first post ↗

  2. December 2006

    Paul Abernathy / InterNACHI members platform jump · Dec 24 ’06

    Paul Abernathy shared an elf greeting on a home-inspection forum, where members replied.[6]

  3. January 2007

    ElfYourself visitors commercial · Jan 7 ’07

    The first season ended with over 36 million visits, according to the agencies' retrospective figures.[3]

  1. owner response · Nov 20 ’07

  2. platform jump · Nov 22 ’07

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Why it worked

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  1. 1
  2. 2
  3. 3

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Origin
Mixed
Sector
Retail
Region
US
Reported figure
—
Evidence
Grade B

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