Elfyourself.com, the viral created by OfficeMax, generated 36 milion visist in just about 5 weeks. OfficeMax used the budget for 3 traditional TV comercial to produce 20 viral websites, one of which was ElfYourself (interesting example of Spagetti Marketing).

To give you an idea: Burger King’s SubservientChicken generated 14 milion visits in one year. There is of course an important diference: ElfYourself needs a sender and a receiver, whereas SubservientChicken is intended to view on your own. This multiplier effect (and the fact that it is part of the ElfYourself’s core idea) is crucial in viral advertising. | via Advertising Age