THE CHALLENGE

Generate press, awareness and buzz to drive consumers to OfficeMax's elfyourself.com

THE BIG IDEA

Produce a live dance performance featuring hundreds of elves and create a viral video

HOW WE DID IT

Flash Mob: Directed 400 elves in a choreographed flash mob performance in New York City’s Union Square. Elves included break dancers, motorcyclists, unicyclists and cheerleaders who arrived via subway, double-decker bus, motorcycle, helicopter and ferry

Viral Video: Edited footage into three unique viral videos chronicling the invasion, break dance battle and main dance routine

PR: Programmed a number of appearances for the dancing elves premiering the new 2010 dances from the website (surf and ‘80s), including the Macy’s Thanksgiving Day Parade float unveiling, ringing of the closing bell at the New York Stock Exchange and an appearance on Fox & Friends, Ellen, and other morning shows nationwide

IN SUMMARY

  • $500k increase in sales
  • More than 18 million unique (new) website users
  • More than 1.15 million views on YouTube
  • Website premiere on Ellen
  • National and local morning shows (Today Show, Live! with Regis and Kelly, Fox & Friends and ESPN's Pardon The Interruption)