It's back! Last year this was the viral marketing phenomenon - everyone was elfed. The trick that the originators missed last year however was brand recall. Ask 10 people and 9 would have no idea who was behind the project.
This year OfficeMax have branded the living daylights out of it. For months leading up to December they had a holding position with a countdown clock on the URL, adding intrigue and reinforcing the brand.
Goes to show that using technology/marketing in a new/interesting/ground-breaking way acheives lasting stand-out - even when there is no lasting brand association. There is no reason why this campaign can't live on and on with the odd brush-up - OfficeMax struck gold.
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