How do you get people to consider gift shopping at an office supply store? Although we only had a small budget, we knew there was no chance of breaking through with “Hey look, we have digital cameras!” If we were going to ask people to buy a gift from OfficeMax, we felt we would have to start by doing some giving of our own.<br/>Treating the office cubicle as our medium, we created 20 holiday-themed websites – all linked together by a single yellow rollover tab. In five weeks, the campaign received over 40 million visitors, over 250 million brand minutes and over half a billion hits.
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