EVB worked with Toy New York to launch Elf Yourself in 2006 as part of a 20-site viral holiday campaign for Office Max. Elf Yourself was the big winner and attracted 36MM visitors, making it the largest viral sensation of its time. That record has since been beaten by Elf Yourself 2007, which attracted 193MM visitors.

Office Max's goal was to make the retailer more relevant and top-of-mind during the holiday seasons. Both sites were extremely successful in achieving this goal.