A concession, or is it?

AdAge reports that the OfficeMax viral campaign (written about here) attracted 36 million visitors. Pretty solid.

And the OfficeMax Web site experienced...

AdAge reports that the OfficeMax viral campaign (written about here) attracted 36 million visitors. Pretty solid.

And the OfficeMax Web site experienced a 20% bump in traffic. Also pretty solid.

Says AdAge:
It was named on Entertainment Weekly's "Must List" and popped up on scores of blogs, USA Today, MSNBC, VH1 and others.

Solid.

For those of you who didn't read my column, I was thumbs down on the campaign. Here was the gist:

People treat viral sites like children treat holiday presents. As soon as they shred the wrapping to find a toy of interest, they immediately forget who had given it to them. Five minutes later, they lose interest and jettison that toy for the next, only eventually acknowledging who furnished the gift when drawing a stern rebuke from a parent for his or her behavior.

Because there is no inherent connection between Office Max, which, sorry, will always be a stodgy office equipment supplier, and the singing of "Conspiracy Carols," it cannot be a surprise that no one mentions Office Max.

Says AdAge
And Mark Andeer, OfficeMax VP-brand strategy, is convinced enough that the push will begin to shape public perception of the chain that he plans to repeat it in some form late this year.
If that does occur and they report significant sales increases for the campaign, I'll have no choice but concede.

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