No, I’m not really polling you about your pre-holiday state of mind. (I won’t ask if you don’t!)
But this holiday season, you can fashion yourself as an elf, scrooge or even a chipmunk! Viral marketing campaigns that allow people to add their own voice or picture and share them with their friends is all the rage.
Check out these interactive campaigns.
Feeling the season? Turn yourself (or a friend) into an elf. (check out this crazy elf!)
Feeling a little bah humbug about the holidays? Turn yourself into scrooge.
Remember sucking helium from a balloon? Turn your voice into a chipmunk’s.
Love football this time of year? How about doing your own victory dance?
So here’s the real question. These campaigns drive a lot of traffic to your website. They’re sticky, funny and very viral. Are they about branding? Does it make you want to buy stuff at OfficeMax or drink CokeZero? Or see the new movie?
Do you think certain products, services or companies can benefit more from this sort of campaign?
Hey Scrooge, is that you?
Too Little Too Late?
There is something deeply unpleasant about this. Consider it approved… Gavin has never looked so lovely.
Ha, can finally take revenge on last year when I was elfed!
I scrooged a friend straight away, thanks for the link Drew.
Karin H. (Keep It Simple Sweetheart, specially in business
i’ve elfed myself and even more than that i did it in real life
you can see what colors i dyed my goatee
http://www.futureofrealestatetechnology.com/
general-real-estate-technology/
merry-christmas-from-us/
I started this week visiting customers and hanging out with other bloggers and everyone gets a kick out of it
i dont think it’s gone viral though
As that other great Elf, Elvis once said, “Thank you, thank you very much”.
But is IT viral? No I don’t think so … but I certainly am. And that is the point. Viral is about YOU. The brand comes second. This is why creating something that “goes viral” is difficult for brands to do.
Having said that, OfficeMax have been very low key in their support of the Elf and that works in their favour. It is a gracious piece of branding.
Kaiser –
Well, it’s the holidays. WHy wouldn’t we go for unpleasant?
Drew
Karin,
Glad to be of service and that you got that scrooging taken care of! Happy Holidays, eh?!
Drew
Loren,
Okay….you clearly went above and beyond Gavin’s effort!
You are definitely the head elf!
Drew
Gavin,
So what do you think the gain is for OfficeMax?
Drew
Drew: I agree with Gavin’s comment. OfficeMax was very low key about the Elf & Scrooge campaigns. I received an email from a friend with his family as the dancing elves. After I stopped laughing, I went to the site to make my own elf. It wasn’t until that point that I realized that OfficeMax was behind it.
Will it cause me to buy from them. By itself, no, but the campaign did get me to see OfficeMax a little differently. They gave something to me and that was unexpected.
Got to say, I am still laughing at this.
I got elfed last xmas. I’m still in therapy.
Doug,
I agree. It’s a goodwill gesture. I try to imagine the board room where this was pitched and approved.
I wonder how they sold it?
Drew
Gavin — me too!
Marcus — You think it was the elfing that got you into therapy??
Drew
The Science of Marketing // Dec 12, 2007 at 9:46 am
Big Ticket Microsites: Elves and Scrooges Unite
If you have an e-mail account and a friend, chances are youve already been Elfed or Scrooged at least once this holiday season. The clever microsites from OfficeMax have been working hard to raise awareness for the office supply giant just in t…
hi every one .
hi drew i am new here , well i often visit this blog and i must say people here are really great and the post i just love them. great blog .
John,
Welcome to the blog — glad you decided to say hello!
Drew