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NEW YORK The site is undeniably frivolous. Visitors are greeted by a quartet of shimmying elves with cutout photos pasted on their bodies. They are invited to do the same and pass it along to their friends. It is neither a work of fine art nor a technological marvel.

But the OfficeMax “Elf Yourself” campaign, which wrapped up last week, drew more than 110 million visitors, according to OfficeMax’s Web stats. Third-party measurement service Alexa ranked it as a top 1,000 Web site in some 50 countries.

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