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TelevisionWeek contributing writer Daisy Whitney is blogging about the pinnacles and pitfalls facing viewers who want to consume television in new ways. Check in frequently as Daisy kicks the tires on the new media juggernaut and dishes on which services do -- and don’t -- make the cut.

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Trial and Error



Imagine Yourself as an Elf

December 18, 2007 8:00 AM

Have you ever wondered what you would look as an elf? You know, late at night, when you can’t sleep? Or even during the day, when your mind wanders away from work?

Don’t worry. You’re not alone. I have the same fantasy. Imagine my sheer thrill, then, when I discovered I no longer had to resort to fantasy. I could really see how I would look as an elf, thanks to Office Max.

The office supply retailer launched an Elf holiday greeting card site at www.elfyourself.com in mid-November as part of a new trend toward personalized video greeting cards.

Evidently, I am not the only person with elfin dreams. According to online measurement firm Hitwise, Elfyourself.com was the 36th most popular site on the Internet as of last week. That’s based on market share of U.S. Internet visits and makes the site bigger than Webkinz, bigger than Yahoo! Games, Best Buy, Circuit City, CNN and ESPN, Hitwise said.

It’s also the second biggest driver of online traffic to Office Max. So I guess that would make Elf Yourself a great example of how retailers can build brand identity with interactive games.

So, c’mon. Elf yourself and email me the results.

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