20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 6

ELF YOURSELF BRAND: Office Max CREATIVE PARTNER: Jason Zada, EVB, Maccabee Group Who knew uploading images of yourself, friends, or loved ones -- then watching them dance as Christmas elves -- would be so remarkable? It was a simple idea, but at the time of its launch in 2006, a groundbreaking one. Let people star in their own interactive ecard? Virtually unheard of … but totally awesome. Six years and over half a billion shares later, Elf Yourself can boast not only of being a viral phenomenon, but also an enduring success -- one that has literally become a holiday tradition. STEAL THIS Give your audience opportunities to “star” in your marketing. Create an annual tradition (that gets better every year!). Make it wicked easy to participate, and just as easy to “share.”