Through elfyourself.com, OfficeMax allows consumers to make elves out of themselves. (PRNewsFoto/OfficeMax) NAPERVILLE, IL UNITED STATES

                    Ten People Are 'Elfing' Every Second

    NAPERVILLE, Ill., Dec. 20 /PRNewswire/ -- Of the 20 entertaining
holiday Web sites launched by OfficeMax(R) (NYSE: OMX), a leader in office
products and services, one new site in particular --
http://www.elfyourself.com -- has moved into the realm of online pop
culture phenomenon with an average of ten people per second "elfing"
themselves or others, creating customized singing and dancing elves.
    (Photo: http://www.newscom.com/cgi-bin/prnh/20061220/CGW059 )
    OfficeMax's elfyourself.com site allows visitors to upload a photo and
record a synchronized message through a special toll-free phone number. The
face is then attached to an animated elf body, the voice is processed to
sound elf-like and the result is a dancing and talking elf that can be
forwarded to family and friends or posted to personal Web sites or blogs.
    The elfyourself.com site's popularity is evidenced by its appearance on
mainstream media outlets including ABC-TV's "Good Morning America," USA
Today, C/NET, VH1's Best Week Ever and About.com's Funny Site of the Day.
The site has been used by millions to create messages, promote events, send
holiday party invitations and dress up pets for the holidays.
    According to Toy, the advertising agency charged with the conception,
design and production of the OfficeMax holiday Web sites, elfyourself.com,
is the most successful e-card they've ever developed. For all 20 OfficeMax
holiday Web sites, visitors have spent more than 70 million minutes online
since the launch of the sites on December 4 -- equivalent to nearly 140
years of on-site time. Other popular OfficeMax Holiday Web sites include:
     -- http://www.MistletoeInAnElevator.com -- Two office workers entranced
        by the power of mistletoe? You get to watch the hidden video!
     -- http://www.ConspiracyCarols.com -- Write your own subversive messages
        and bury them, in reverse, inside Christmas carols.
     -- http://www.EverythingsAReindeer.com -- This season's must-have
        accessory is a pair of bony outgrowths that you attach to pictures of
        your family and friends.
     -- http://www.StuckToAPole.com -- Imagine singing "Take Me Out To the
        Ball Game" or busting the latest dance while stuck to a pole.  This
        kid can do it.
     -- http://www.AWorldWideWish.com -- Have a special wish this season?
        Share your wish through this very special online Christmas tree.
    OfficeMax is taking this innovative approach in reaching its customers
online with holiday greetings as part of its program to distinguish the
office products supply and service company from other providers. OfficeMax
has gained significant positive reaction from its customers through similar
innovative online programs throughout 2006, including its "Schooled"
broadcast entertainment program in August and the introduction of its
private label brand, TUL, at http://www.tul.com .
    About OfficeMax(R) Incorporated
    OfficeMax is a leader in both business-to-business and retail office
products distribution. OfficeMax delivers an unparalleled customer
experience -- in service, in product, in time savings, and in value --
through a relentless focus on its customers. The company provides office
supplies and paper, print and document services, technology products and
solutions, and furniture to large, medium and small businesses and
consumers. OfficeMax customers are served by approximately 35,000
associates through direct sales, catalogs, Internet and nearly 900
superstores. OfficeMax trades on the New York Stock Exchange under the
symbol OMX. More information can be found at http://www.officemax.com .
    OfficeMax Media Contacts Media Contacts
     William Bonner             Mike Weiner/Paul Maccabee, Maccabee Group
     630 864 6066               612 337 0087

Link to this page:

  

http://www.tul.com
Photo Notes:
NewsCom: http://www.newscom.com/cgi-bin/prnh/20061220/CGW059
AP Archive: http://photoarchive.ap.org AP PhotoExpress
Network: PRN5 PRN Photo Desk, photodesk@prnewswire.com
CONTACT:
William Bonner of OfficeMax, +1-630-864-6066,
or Mike Weiner or Paul Maccabee, both of Maccabee Group,
+1-612-337-0087

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