OfficeMax's ElfYourself.com is One of the Hottest Holiday Web Sites for the Second...

OfficeMax's ElfYourself.com is One of the Hottest Holiday Web Sites for the
Second Year in a Row
More than 41 Million Elves Created Since Site Launches; Visitors Average Time
on ElfYourself.com Equivalent to 800 Years

NAPERVILLE, Ill., Dec. 11 /PRNewswire/ -- OfficeMax(R) Incorporated
(NYSE: OMX), a leader in office products and services, today announced that
ElfYourself(TM) -- an online pop culture phenomenon in 2006 -- is quickly
emerging as one of the hottest holiday greeting sites for the second year in a
row. More than 65 million ElfYourself.com visitors have created more than 41
million elves to date since the site launched in mid November. On average, 35
elves are being created per second and based on the total number of users
visiting the site, the average time people are spending on ElfYourself.com is
equivalent to more than 800 years*.
Last year, the marketing world recognized ElfYourself.com as one of the
most successful viral campaigns during the holiday season. Thirty-six million
visitors created approximately 11 million elves worldwide throughout the five
week campaign.
For individuals who are not quite in the holiday spirit, OfficeMax is also
featuring ScroogeYourself.com. More than one million scrooges have been
created to date and ScroogeYourself.com has received more than three million
visitors since the site launched in mid November.
"We expected ElfYourself.com to do well because of last year's popularity,
but the results we're seeing are fantastic," said Ryan Vero, executive vice
president and chief merchandising officer for OfficeMax. "People like the
option of creating up to four elf characters and the number of site visitors
and number of elves created reflect this. It's great to see how people are
using ElfYourself.com and ScroogeYourself.com to spread holiday cheer
electronically, especially during a shopping season that can be hectic and
stressful. The idea is to get people to smile and I believe we're doing this."
ElfYourself.com's and ScroogeYourself.com's popularity began primarily on
personal blogs, and then spread to industry blogs and social networks like
Flickr, Digg and Facebook, followed by mainstream media coverage in USA Today,
ABC World News Now and CNN American Morning. The site has been used by
millions to create messages, promote events, send holiday party invitations
and dress up pets for the holidays, and has begun to surpass traditional
holiday e-greetings.
OfficeMax's ElfYourself.com allows visitors to upload up to four photos
and record a synchronized message through a special toll-free phone number.
The faces are then attached to an animated elf body, the voice is processed to
sound elf-like and the result is dancing and talking elves that can be
forwarded to family or friends, or posted to personal web sites or blogs.
ElfYourself.com and ScroogeYourself.com holiday web sites were concepted,
designed and produced for OfficeMax by New York-based advertising agency Toy
NY, along with its partner EVB, a digital content agency. Last year Toy NY
created one of the most successful viral campaigns in history for OfficeMax
when it developed 20 holiday websites, including the first generation of
ElfYourself.com.
OfficeMax brought back eight popular online holiday games that were first
introduced during the 2006 holiday campaign. In addition to ElfYourself.com
and ScroogeYourself.com the other sites include: Reindeer Arm Wrestling
(http://www.ReindeerArmWrestling.com)
Roast A Turkey (http://www.RoastATurkey.com)
Greetings from the North Pole (http://www.GreetingsFromTheNorth.com)
Shake the Globe (http://www.ShakeTheGlobe.com)
Yes I'm Working (http://www.YesImWorking.com)
Save the Snowman (http://www.SaveTheSnowman.com)
Faux Charity Donation Generator (http://www.FauxCharity.com)
North Pole Dancing (http://www.NorthPoleDancing.com)

Customers looking to give gifts that inspire creativity and imagination
can check out OfficeMax's featured holiday products online at
http://www.officemax.com . OfficeMax is offering an expanded selection of
technology and digital photo gift bundles as well as a larger selection of
personalized calendars and gift cards through OfficeMax ImPress(TM),
OfficeMax's print and document services.
*Years on site calculated by total ElfYourself.com visits multiplied by
average time per visit.
About OfficeMax
OfficeMax Incorporated (NYSE: OMX) is a leader in both business-to-
business office products solutions and retail office products. The OfficeMax
mission is simple. We help our customers do their best work. The company
provides office supplies and paper, in-store print and document services
through OfficeMax ImPress(TM), technology products and solutions, and
furniture to consumers and to large, medium and small businesses. OfficeMax
customers are served by more than 36,000 associates through direct sales,
catalogs, e-commerce and more than 900 stores. To find the nearest OfficeMax,
call 1-877-OFFICEMAX. For more information, visit http://www.officemax.com.
OfficeMax makes no proprietary claim to any third party names, trademarks
or service marks appearing in this press release. Any third party names,
trademarks, and service marks are the properties of their respective owners.

OfficeMax Media Contacts OfficeMax Investor Contact

Bill BonnerJennifer RookJohn Jennings
630 864 6066 630 864 6057 630 864 8205

SOURCE OfficeMax Incorporated

Media, Bill Bonner, +1-630-864-6066, or Jennifer Rook, +1-630-864-6057, or
Investors, John Jennings, +1-630-864-8205, all of OfficeMax