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OfficeMax, anticipating soft back-to-school sales, is harnessing social media again as part of an effort to bolster its image as a value retailer. Inline with its “Back to School for Pennies” program, OfficeMax is releasing seven new videos on YouTube starring improv actor Matt McCarthy.
The videos feature hidden-camera scenarios in which McCarthy and a sidekick try to buy costly items with only pennies. The video series was created by the Escape Pod, the Chicago-based ad agency that was behind OfficeMax’s 2008 viral campaign on YouTube, which also featured McCarthy.
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