Part of the campaign included sending an improv actor around New York attempting to buy things with pennies and secretly filming his adventures. The reaction of irate New York City merchants yielded 12 hilarious viral video quality films that were aired on YouTube and seeded via Google. A select group of videos were then made into commercials. Direct Mail/emails and web banners also adopted the same look and feel. The Penny pranks worked in tandem with a giant PR event: the worlds largest penny tray at the mall of America.

Web banners -713 million impressions with a click through rate that was more than double the industry average.Viral – YouTube Penny pranks were the most subscribed to channel during the month it ran, rapidly garnering 3 million plus hits within weeks of the release.Direct Mail – We more than tripled our response rate for Consumer OfficeMax direct mail.Direct Mail – TeacherWe more than doubled our response rate anddrupled our sales year over year PR – Approximately 250 OfficeMax-branded placements.110 million total impressions- print, broadcast, online combinedApproximately $2.8 million in equivalent ad value