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Living Values

2008 Corporate Social Responsibility Report

 

Customer Value

 

ElfYourself

ElfYourself and the OfficeMax BrandOfficeMax has created a bona fide pop-culture phenomenon with our ElfYourself™ holiday greeting Web site. During its first two years online, ElfYourself was a great tool for engaging customers and generating publicity. In 2008, OfficeMax also enabled customers to purchase videos, greeting cards, gifts, ornaments and more, from the creations they make on the ElfYourself site.

The ElfYourself site enables visitors to create up to five elf characters per message by uploading facial photos. The faces are then attached to animated elf bodies. The result is personalized, dancing characters that can be forwarded to family or friends, or posted to personal Web sites, blogs or social networking sites.

During the 2008 campaign, 50 million visitors created 100 million elf characters. OfficeMax benefited from an enormous amount of publicity, with an estimated 43 million impressions from television, print, and online media coverage of the site. We were also granted access to more than 700,000 new e-mail addresses.