Advertising is content in Media 2.0. Here we have OfficeMax creating one of those creative holiday virals that people will use for the next month. It’s called “Elf Yourself,” a cute Flash application that allows you to put your face, the face of your dog, the face of your boss, or anybody’s face into the body of a dancing elf. Up to four are allowed, and they dance a stupid dance and wish holiday greetings.
Dumb, yes. Smart, hell yes. It’s a branding play that doesn’t require buying ad space next to somebody’s content, and that’s a small part of the problem for contemporary media. It’s participatory, interactive and fun, and it uses the energy of the users to pass the message.
It’s not the first, just one of the latest.