OfficeMax gives consumers a traditional view of ElfYourself

OfficeMax is sticking with its ElfYourself viral campaign this holiday season, but also “integrating” it with a more traditional seasonal promotion.

The company, which has used the effort to “turn the image of a staid office supply marketer into a playful brand,” is creating an ElfYourself float for this year's Macy's Thanksgiving Day Parade.

The retailer is also running a text-to-win sweepstakes this year, giving away a trip for four to Disney World and 100 $25 gift cards.