Elf Yourself is an American interactive

website A website (also written as a web site) is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Examples of notable websites are Google, Facebook, Amazon, and Wi ...

where visitors

upload Uploading refers to ''transmitting'' data from one computer system to another through means of a network. Common methods of uploading include: uploading via web browsers, FTP clients], and computer terminal, terminals ( SCP/ SFTP). Uploadin ...

faces of themselves or their friends and have the option to post the created video to other sites or save it as a personalized short film, mini-film. Globally, over two billion elves have been created since the application was first introduced in 2006. The video and website were created by Evolution Bureau (EVB), in collaboration with New York company "Toy." for Office Max's

holiday season The Christmas season or the festive season (also known in some countries as the holiday season or the holidays) is an annually recurring period recognized in many Western and other countries that is generally considered to run from late Novembe ...

advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...

. The ''Elf Yourself'' website and

first launched for the

Christmas Christmas is an annual festival commemorating the birth of Jesus Christ, observed primarily on December 25 as a religious and cultural celebration among billions of people around the world. A feast central to the Christian liturgical year ...

in early December 12, 2006, and has returned each subsequent season. After being contracted by OfficeMax to create multiple websites for their holiday campaign, "Toy." contracted with Evolution Bureau to create a suitable holiday-themed website and application. Evolution Bureau then developed the ''Elf Yourself'' application for use with the OfficeMax holiday marketing campaign. The original release featured only one elf, portrayed by Danielle Bárcena, and received 200 hits a second. In later releases, additional elves were added to the application and viewers could upload different images for each elf. Still later, social media applications were added, included those allowing viewers to save and/or download the films they had created through visiting the website. In 2008, OfficeMax partnered with

JibJab JibJab is an American digital entertainment studio based in Los Angeles, California. Founded in 1999 by brothers Evan and Gregg Spiridellis, it first achieved widespread attention during the 2004 United States presidential election, 2004 US pres ...

and added a registration requirement in order to use the site. Traffic dropped to 56 million.

worked to "enhance the performance and distribution of the videos." In 2009, the campaign being run by JibJab, the registration requirement was dropped, and social elements were added. Also in 2009, to further promote the ''Elf Yourself'' website, OfficeMax contracted with Tribal DDB and Grand Central Marketing to create a

flash mob A flash mob (or flashmob) is a group of people who assemble suddenly in a public place, perform for a brief time, then quickly disperse, often for the purposes of entertainment, satire, and artistic expression. Flash mobs may be organized via t ...

of 400 dancers dressed in ''Elf Yourself'' costumes.

Reception

Brand Republic Haymarket Media Group is a privately held media company headquartered in London. It has publications in the consumer, business and customer sectors, both print and online. It operates exhibitions allied to its own publications, and previously on ...

'' reported on the insertion of personal images, stating "while the idea has been widely used in other applications, OfficeMax's version has become an internet phenomenon." ''

Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...

'' reported "''Elf Yourself'' has hit the bull's-eye of viral success: It has seeped into pop culture. Broadcasters at several local stations, ''

The Today Show ''Today'' (also called ''The Today Show'' or informally, ''NBC News Today'') is an American news and talk morning television show that airs weekdays from 7:00 a.m. to 11:00 a.m. on NBC. The program debuted on January 14, 1952. It ...

'' and '' Good Morning America'' created their own dancing holiday greeting for viewers." In ''Social Media Judo'', it was pointed out that while OfficeMax hoped ''Elf Yourself'' would "warm up" its corporate image, "the overwhelming majority of customers who saw Office Max's popular marketing campaign gave credit to the company's top competitors." In addressing the creation of the 20 microsites created for OfficeMax, ''Adland'' called ''Elf Yourself'' "a strange, corny, yet enormously successful website."

Awards and nominations

* 2007, won Retail Advertising and Marketing Association RACies Award for 'Interactive Online Campaign' * 2008, won three Ad:Tech Awards: 'Best Word of Mouth Marketing Campaign', 'Best User Defined Experience', and 'Best of Show'. * 2008, won SXSW Interactive 'Award for Web Amusement'. * 2008, won Retail Advertising and Marketing Association RACies Award for 'Interactive Online Campaign'

References

External links

* (active only during holiday season) {{DEFAULTSORT:Elf This Marketing websites Viral videos Internet memes Advertising campaigns American advertising slogans 2006 neologisms