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The Meaning of Christmas
It appears that OfficeMax have missed the meaning of Christmas in their seasonal viral campaign at elfyourself.com, inviting anyone to elfamorphosise themselves into stripey stockings and green costume. All you need to do is pick a vaguely flattering photo of yourself, upload, edit and you're an elf, prancing around the screen in time to music.
This is one of the first campaigns that I've seen where you can upload a photo of yourself and edit it using an image editing tool to resize, position and crop to the outline of your face. They even let you record your own voice by calling a phone number, entering a passcode and say a few words.
When the campaign launched last December, it was a huge hit with 200 unique visitors per second. While the viral element may have struck success, I'm curious to find out the intent of the campaign. Was this just a brand recognition exercise or something more? There is a cross-sell to four seasonal offers, but it only appears after you've created your elf, and it's really not an enticing message. Maybe OfficeMax are just trying to diversify into the elf recruitment market.
If being an elf doesn't really match your image, then you might try being a gnome at gnomeyourself.com
Posted on Monday, 17 December 2007 at 10:10 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/70