Get your elf on

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Amid the flurry of holiday e-greetings landing in BtoB's inbox this year, none elicited more interest—and giggles—than OfficeMax and its elves in the "Elf Yourself" viral game. The promotional elves first saw the light of day the previous Christmas, but this time around, Office Max added friends and family to the mix. This reporter alone received elf greetings from her publisher, her old friend from high school, her cycling club buddy and her brother. OfficeMax's allows visitors to upload a maximum of four photos and record a synchronized message through a special toll-free phone number. A cropped face is then attached to an animated elf body, the voice is processed to sound "elflike" and the result is dancing and talking elves that can be forwarded to family or friends. was created for OfficeMax by New York-based advertising agency Toy NY and partner EVB. Since the launch of the site in mid-November, more than 120 million visitors have created more than 75 million elves to share with friends and family. The office supplier said on average, 60 elves were being created every second, and 5 million new elves per day. surpassed its 2006 record of 11 million unique sessions with more than 40 million visits, the company said. Meanwhile,,'s counterpart, has attracted more than 5 million visitors since the launch, and users have created more than 1.9 million Scrooges to date.
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