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#7 Elf yourself Brand: Office Max / Creative Partners: Jason Zada Ÿ EVB Ÿ Toy Ÿ Maccabee THE OMFG! FACTOR: Who knew that uploading images of yourself, friends or loved ones, then watching them dance as Christmas elves would be so remarkable? It was a simple idea, but at the time of its launch in 2006, a groundbreaking one. Let people star in their own interactive ecard? Virtually unheard of… but totally awesome. Six years and over half a billion shares later, Elf Yourself can boast not only of being a viral phenomenon, but also an enduring success —one that has literally become a holiday tradition. Steal this: • Give your audience opportunities to “star” in your marketing • Create an annual tradition (that gets better every year!) • Make it wicked easy to participate and just as easy to “share”

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