"A Gift from OfficeMax" may well be the largest viral campaign in history. It started with one simple question: how do you get people to consider gift shopping at an office supply store? With a small budget, we knew there was no chance of breaking through with "Hey look, we have digital cameras!" Instead, we treated the office cubicle as our medium and created not one, but twenty holiday-themed websites–all linked together under a single yellow rollover tab. A fresh, simple approach that enabled visitors to enjoy hours of holiday web content.

The campaign was spread in a purely viral way - without any paid media. Web-based reporters and bloggers came to the sites, generating early buzz for the campaign, enabling it to break through the holiday clutter and gain momentum that spilled into the mainstream press. It was discussed in the New York Times the week of its launch; bloggers picked up the article, and the snowball began to roll. With 20 microsites in the campaign, there was content for every kind of outlet in the blogosphere.