I will not say very much about this, but just post it for your enjoyment.

It doesn’t really have much of “is it true?” in it – it’s just too unreal. But it has a lot of “it would have been cool if it was true!” whi…

And will people be familiar with the brand when they do something like this again? Or are they only familiar with the Elf Yourself campaign? The tedious link between the product and concept lie so far apart and with no obvious links to Office Max beyond being a sponsor of it all, I have to be critical and say I don’t believe this is worth the money and effort.

Also, I do believe that creating and running a campaign as extensive as this would go beyond a mere few bucks, as you suggest.

It’s great they’ve harvested all these e-mail addresses, but I’ve never been asked permission if they were allowed to send me any form of email beyond this campaign. So unless they decide to spam everyone, that seems like a big missed opportunity.

However, indirect it will generate brand awareness and brand recognition among a big part of the 67 million viewers of the Elf Yourself campaign. And that’s worth a lot more then just the few bucks for the hosting.

Plus, any future projects will accepted easier by the target audience. They are already familiar with the brand OfficeMax. And what about all the email adressess they’ve gathered with this campaign?

I must agree on you that the line between OfficeMax and Christmas Elves is rather thin. But I don’t think its not worth the investment.

However, I always felt the link to the brand – Office Max – was rather tedious. Not only in the sense that elves and christmas don’t seem to have much in common with office supplies, but also the way they utilised all those viewers and spread the brand message. I seriously doubt that most people have used the Elf Yourself website will be able to tell who created it.

The fact that they have now given the concept to JibJab and have become nothing more than a sponsor seems to make it an even more pointless exercise.

Hosting all those images and catering for all those views must cost a fair whack of cash and I’m not sure it it worth it to Office Max.

The fact they have decided to team up with another partner seems to suggest that the cost became too much to bare.

Then again, I’m sure JibJab will be able to milk their involvement for all it is worth.