OfficeMax Revamps 'Elf Yourself' Microsite

For two years, Toy New York and EVB worked to build a runaway viral hit for OfficeMax around “Elf Yourself,” a microsite that let users put photos of themselves, family and friends on dancing elves. Last holiday season the initiative drew 193 million visitors; the previous year, 36 million. By any measure, “Elf Yourself” was a smashing success and an example of how brands can create their own media.
 
Yet OfficeMax decided this year to dump Toy and EVB to collaborate with comedy

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