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Elf Yourself
Elf Yourself
Elf Yourself
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Elf Yourself is an American interactive website where visitors upload faces of themselves or their friends and have the option to post the created video to other sites or save it as a personalized mini-film.[2][3][4] Globally, over two billion elves have been created since the application was first introduced in 2006.[5] The video and website were created by Evolution Bureau (EVB), in collaboration with New York company "Toy." for Office Max's holiday season advertising campaign.[6][7][8]

Key Information

The Elf Yourself website and advertising campaign first launched for the Christmas holiday season in early December 12, 2006,[7] and has returned each subsequent season. After being contracted by OfficeMax to create multiple websites for their holiday campaign, "Toy."[9] contracted with Evolution Bureau to create a suitable holiday-themed website and application.[7][8][10] Evolution Bureau then developed the Elf Yourself application for use with the OfficeMax holiday marketing campaign. The original release featured only one elf,[7] portrayed by Danielle Bárcena, and received 200 hits a second.[9] In later releases, additional elves were added to the application and viewers could upload different images for each elf.[7] Still later, social media applications were added,[11] included those allowing viewers to save and/or download the films they had created through visiting the website.[2][4] In 2008, OfficeMax partnered with JibJab and added a registration requirement in order to use the site. Traffic dropped to 56 million.[2] JibJab worked to "enhance the performance and distribution of the videos."[2][4]

In 2009, the campaign being run by JibJab, the registration requirement was dropped, and social elements were added.[11] Also in 2009, to further promote the Elf Yourself website, OfficeMax contracted with Tribal DDB and Grand Central Marketing to create a flash mob of 400 dancers dressed in Elf Yourself costumes.[12][13]

Reception

[edit]

Brand Republic reported on the insertion of personal images, stating "while the idea has been widely used in other applications, OfficeMax's version has become an internet phenomenon."[11] Adweek reported "Elf Yourself has hit the bull's-eye of viral success: It has seeped into pop culture. Broadcasters at several local stations, The Today Show and Good Morning America created their own dancing holiday greeting for viewers."[14] In Social Media Judo, it was pointed out that while OfficeMax hoped Elf Yourself would "warm up"[15] its corporate image, "the overwhelming majority of customers who saw Office Max's popular marketing campaign gave credit to the company's top competitors."[15] In addressing the creation of the 20 microsites created for OfficeMax, Adland called Elf Yourself "a strange, corny, yet enormously successful website."[3]

Awards and nominations

[edit]
  • 2007, won Retail Advertising and Marketing Association RACies Award for 'Interactive Online Campaign'[16]
  • 2008, won three Ad:Tech Awards: 'Best Word of Mouth Marketing Campaign', 'Best User Defined Experience', and 'Best of Show'.[8][17][18]
  • 2008, won SXSW Interactive 'Award for Web Amusement'.[8]
  • 2008, won Retail Advertising and Marketing Association RACies Award for 'Interactive Online Campaign'[16]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Elf Yourself

View on Grokipedia
from Grokipedia
Elf Yourself is an interactive holiday web and mobile application that enables users to upload photographs of themselves or others to create personalized videos featuring dancing elves with superimposed faces. Launched as an annual tradition, it allows up to five faces per video, selection from various dance routines, and sharing via , , or custom cards printable at locations. Originally developed in 2006 by in partnership with Media, the campaign was created to boost holiday engagement for the office supply retailer through . Following the 2013 merger of with , the platform continued under the unified brand, incorporating features like for immersive elf experiences and multilingual support in nine languages. Early iterations focused on web-based video creation, evolving into a free mobile app available on and Android with daily unlockable dances during the holiday season. The campaign achieved viral success, generating over 500 million participants by 2011 and more than 1.5 billion personalized elves with 564 million global sessions by 2017. By 2021, over 2 billion personalized elves had been created. It drove a 20% increase in website traffic in its debut year and has been recognized as a benchmark for digital holiday marketing, including branded merchandise, television ads, and a float in the . As of 2025, the app remains active with new content, maintaining its status as a top seasonal download.

History

Launch and Early Development

Elf Yourself was conceived in 2006 as a promotional holiday campaign for the office supply retailer , developed by the advertising agency Toy New York in collaboration with the digital firm Evolution Bureau (EVB). The initiative aimed to create an engaging, shareable online experience to boost during the season, positioning OfficeMax as a fun destination for holiday shopping. The website launched in early December 2006, as a simple web-based tool where users could upload a single photo of their face to superimpose it onto a dancing character. This initial version featured basic animations of the elf performing holiday-themed dances, accompanied by festive music, allowing users to generate personalized videos for emailing to friends and family. The site's straightforward interactivity quickly captured attention, achieving 36 million visits and resulting in approximately 11 million elves created during its first five-week run, marking it as an early viral internet sensation. Building on this momentum, the iteration introduced key expansions, including the ability to upload up to four faces to create group elf videos and enhanced sharing options via . These updates amplified user engagement, leading to 193 million visits over the period and the creation of 123 million personalized elf cards. The campaign's explosive growth generated widespread media coverage, solidifying Elf Yourself as a cultural phenomenon and significantly elevating OfficeMax's visibility, with studies indicating that a substantial portion of users subsequently visited the retailer's main site.

Management Transitions

In 2008, handed over management of the Elf Yourself platform to Media, marking a significant shift in creative and technical oversight for the holiday campaign. , known for its satirical videos and personalized e-cards, took responsibility for running the site, introducing enhancements like new dance styles and merchandise options while leveraging its "Starring You" technology for . This partnership aimed to build on the site's viral success from the previous year, which had seen 193 million visits. However, the introduction of a mandatory user registration under JibJab's management created an additional barrier for casual users, leading to a temporary decline in traffic compared to the barrier-free experience of prior seasons. To address user feedback and boost engagement, JibJab updated the platform in 2009 by eliminating the registration process and integrating features, such as Connect for one-click sharing and posting videos directly to platforms like and . These changes facilitated easier distribution and helped revive the site's popularity during the holiday period. JibJab's direct involvement concluded after the 2011 season, with the platform transitioning to Oddcast in 2012 for continued development, hosting, and . Oddcast, a specialist in and virtual avatars, assumed responsibility for the backend infrastructure, including video generation capabilities that enable real-time face mapping and rendering for personalized animations, ensuring global to handle peak holiday traffic. This shift provided stability and allowed for seamless updates without disrupting the core . In 2013, acquired in a $976 million all-stock deal, consolidating the sponsorship of Elf Yourself under the new parent company while maintaining its annual holiday tradition. The merger did not alter the platform's operations but redirected promotional efforts toward enhanced digital channels, including mobile apps and social integrations, to align with evolving consumer behaviors in online marketing.

Expansion and Recent Updates

In 2013, launched the mobile app for and Android devices, expanding the experience beyond the web platform to enable on-the-go video creation with an initial selection of nine dances. This move marked a significant step in , allowing users to upload faces and generate personalized elf videos directly from their smartphones or tablets. The platform has maintained an annual tradition of seasonal releases, introducing new dances each holiday period to keep the content fresh and engaging. Notable examples include the Hip Hop Shop, a fan-favorite featuring rhythmic , and the EDM dance, where elves perform to an electronic track in a club-like setting. These updates often incorporate holiday themes, such as festive workshops or winter scenes, ensuring alignment with seasonal celebrations. By 2020, Elf Yourself had approached a major milestone, with nearly two billion elves created globally since its inception, reflecting its enduring popularity and widespread adoption. Following this period, enhancements focused on user retention, including the introduction of daily unlocks starting around 2020, which provide rotating access to premium content without additional cost to encourage repeated visits during the holiday season. In 2024, the app introduced AI Style options, allowing users to apply thematic filters like football-inspired designs to customize elf appearances and enhance video personalization. Developed in partnership with Oddcast, the platform's technical backbone, these features leverage cloud-based video rendering for faster processing and higher-quality outputs, enabling seamless integration of AI-generated elements. For the 2025 season, updates extended the app's reach with continued improvements, including New Year-themed dances available into to prolong engagement beyond . The experience remains free to access without requiring user registration, supporting broad participation through the and web interface.

Features and Functionality

Core Mechanics

To create a personalized video, users can download the Elf Yourself app from the or , or access the service via the website elfyourself.com. The basic functionality, including dances, is available for free. Elf Yourself operates through a straightforward, user-friendly process that enables the creation of personalized videos without requiring an account for basic functionality. Users begin by selecting and uploading up to five faces, which can be sourced from their device camera, photo library, or integrated platforms like . These faces are then automatically assigned to animated elf bodies, with the system using detection to align features for seamless integration. Next, users choose from available templates, after which the platform generates a customized video featuring the elves performing synchronized movements. The resulting videos typically last 30 to 60 seconds and follow a consistent structure centered on festive . The elves engage in coordinated dances set to holiday music, including lip-syncing to lyrics from the signature such as "You better yourself," which parodies classic tunes to emphasize the campaign's playful theme. This format ensures the video feels dynamic and engaging, with the user faces realistically animated to match the elves' actions, creating an of participation in the performance. Once generated, videos can be shared directly via , , posting, or downloaded for personal use, facilitating easy distribution to friends and family. , the platform employs facial recognition algorithms to identify and map key facial landmarks from uploaded images, combined with morphing techniques to blend them onto the pre-animated models. This ensures natural-looking movements, such as head turns and expressions, synchronized with the dance . Access to Elf Yourself is limited to the holiday season, generally available from November through January, aligning with promotions. Generated videos hosted on the platform expire after the holiday period, approximately 30 days into the new year, encouraging timely sharing while preventing indefinite storage.

Dances and Customization Options

The Elf Yourself app features a library of over 20 templates each holiday season, allowing users to create personalized videos by superimposing faces onto animated elves performing choreographed routines. Classic examples include the "" dance, a festive duet featuring two elves, and enduring favorites like "Hip Hop Shop," which showcases urban-style moves in a workshop setting. More recent additions, such as the "" template introduced in 2020 and recurring in later seasons, bring tropical vibes with elves grooving on a sandy shore, while the lineup includes "Snowy Village" for a wintry ensemble performance. Each dance template is synchronized with original holiday-themed music tracks or licensed instrumental versions to enhance the festive atmosphere, focusing on upbeat rhythms without lyrics for seamless face integration. For instance, the "Classic" dance pairs with an instrumental rendition of "We Wish You a Merry Christmas," while "Honky Tonk" uses a country-infused holiday tune to match its line-dancing elves. Other examples include soulful tracks for genre-specific routines like "Soul Train" and energetic beats for "Office Party," ensuring the audio complements the visual choreography across the collection. Customization options extend beyond face swapping to include elf outfits and backgrounds tailored to each dance's theme, such as holiday sweaters in "Snowy Village" or beachwear in "Beach Party." Since 2023, the app has incorporated AI-generated styles, enabling users to apply transformative filters like football uniforms to elves in "Beach Party" or Art Deco patterns to "Hip Hop" performers, creating themed variations such as festive sports attire or artistic motifs. These AI enhancements, powered by advanced image processing, allow for up to five faces per video and personalize elements like clothing and scenic backdrops without altering the core dance mechanics. To encourage user engagement, the app offers daily free unlocks of one or more dances during the holiday season, such as "Hip Hop" or "Charleston" on specific days, providing access without immediate cost. Premium features, available via in-app purchase for approximately $6.99, unlock the full library of dances, remove advertisements, and grant exclusive templates, offering an ad-free experience for creating and sharing high-quality videos.

Platforms and Accessibility

Elf Yourself is available across multiple digital platforms, ensuring broad user engagement during the holiday season. The primary web version operates through the official site at ElfYourself.com, a seasonal, browser-based application that allows users to create and share personalized elf videos directly in modern web browsers such as Chrome, , and without requiring downloads. Complementing this, dedicated mobile applications have been available since 2013 on via the , where it holds a 4.8 out of 5 rating based on over 26,000 reviews, and on Android through , with a 4.7 out of 5 rating from more than 247,000 reviews. The platforms maintain cross-platform consistency by mirroring core features like face uploading, dance selection, and video generation, while introducing device-specific enhancements for optimal usability. Mobile apps leverage built-in cameras for real-time face capture, enabling quicker personalization on smartphones and tablets, and support (AR) for users to dance alongside the elves using their device's camera; the web version is optimized for desktop environments, facilitating easier photo uploads from computers and seamless sharing via larger screens. Accessibility is prioritized to make the experience inclusive and straightforward for a wide audience. Core functionality, including creation of basic elf videos, is provided free of charge with no mandatory registration, allowing immediate access upon visiting the site or downloading the app; additional dances can be unlocked via in-app purchases if desired. The platforms support multiple languages, with English as the primary interface and options for German and Spanish in the mobile apps, alongside in select dance videos to accommodate non-English speakers. Compatibility extends to contemporary devices and browsers, ensuring smooth performance on 13.0+ and Android 5.0+ systems without specialized hardware requirements beyond a standard camera for mobile use. To support its global reach, Elf Yourself is hosted by Oddcast, the original developer, utilizing a distributed that minimizes latency for users worldwide, contributing to over 2 billion elf creations since its . The service follows a seasonal lifecycle, activating in early November and remaining available through early January, with the 2025 edition extended into the New Year to include celebratory content for ongoing holiday festivities.

Cultural Impact and Reception

Popularity and Usage Statistics

The Elf Yourself campaign reached its zenith during the and seasons, marking it as a landmark . In its inaugural year of , the website garnered 36 million visitors and facilitated the creation of 11 million personalized elves, setting a strong foundation for interactive . By , engagement exploded, with 193 million visits recorded over six weeks and more than 123 million elves generated, positioning it among the most successful online campaigns of the era. Over the subsequent years, the platform's popularity sustained substantial growth, culminating in over 1.5 billion elves created by 2017 and approaching 2 billion by the early 2020s. Annual visits in recent years have been estimated in the range of 50-100 million, inferred from sustained app performance, including over 10 million lifetime downloads across major platforms and consistent seasonal spikes in user activity. This longevity underscores its role as a enduring tradition, with cumulative sessions exceeding 564 million globally by the late . User engagement remains driven by features like daily free dance unlocks, which encourage repeat interactions throughout the holiday period. In , the introduction of AI-enhanced customization options contributed to heightened usage, particularly during peak holiday weeks, resulting in notable increases in shares as users distributed personalized videos. The platform's appeal centers on families and young adults, who frequently share content on networks such as and to connect with loved ones, amplifying its viral reach organically. Economically, the campaign significantly elevated for (formerly ), with surveys indicating that 63% of frequent office supply shoppers recognized Elf Yourself, fostering stronger consumer associations during the holiday shopping season. Early iterations correlated with measurable uplifts in holiday traffic and sales attribution, though direct quantitative impacts varied by year.

Awards and Recognition

Elf Yourself received significant industry acclaim shortly after its launch, particularly for its innovative approach to interactive and . In 2007, the campaign won the Retail Advertising and Marketing Association () RACies Award for Best Interactive Online Campaign, recognizing its pioneering use of to drive engagement during the holiday season. The following year, Elf Yourself dominated the 2008 Ad:Tech Awards, securing three honors: Best Campaign, Best User Defined Experience, and Best of Show, all awarded to the collaborative effort by EVB and for . These accolades highlighted the campaign's exceptional ability to foster organic sharing and personalization in digital advertising. Additionally, in 2008, it earned the SXSW Interactive Award for Web Amusement, celebrating its entertaining and accessible online format that captivated a broad audience. While no major formal awards followed after 2008, Elf Yourself has continued to be recognized as a benchmark for in industry publications. For instance, has frequently cited it as a model of successful digital engagement, noting its cultural permeation and massive viewership as exemplars for future campaigns. Similarly, Brand Republic has referenced the initiative in discussions of buzz marketing strategies, emphasizing its role in elevating through user participation. In the , it has appeared in various lists as one of the top historical campaigns, inspiring ongoing innovations in interactive content.

Media Appearances and Legacy

Elf Yourself has made notable appearances in television and media, often featured in holiday segments that showcase its transformative fun. In December 2024, the Action News Mornings team on Philadelphia's 6ABC station participated in an annual by using the app to turn themselves into dancing , selecting from 25 holiday-themed dances including a custom subway variant. Earlier, in 2007, CBS's highlighted Elf Yourself as a top viral holiday video, demonstrating how users could create and share personalized elf greetings to spread seasonal cheer. These features underscore its role in local and national broadcasts, where anchors and hosts integrate the tool into festive on-air content. In pop culture, Elf Yourself has solidified its status as a holiday staple, referenced in media discussions of enduring traditions. A 2016 Fortune interview with creator Adi Sideman, founder of Oddcast, described it as an inescapable seasonal phenomenon that blends user creativity with branded entertainment, cementing its place alongside classic holiday rituals. The campaign inspired cross-cultural integrations, such as a 2015 partnership with the Mensch on a Bench toy line, which added Hanukkah-themed dances featuring the character to promote "Funakkah" through personalized videos. Its presence extends to social media, amplified by official accounts like Instagram (@elfyourselfofficial) and X (@ElfYourselfApp), where users share creations and the brand posts behind-the-scenes content. As a viral pioneer, Elf Yourself is credited with revolutionizing in , launching in 2006 and influencing subsequent campaigns by encouraging interactive . A 2011 analysis hailed it as the all-time best digital holiday campaign, noting how it inspired imitators like "Simpsonize Me" and set benchmarks for brands in commoditized sectors to foster shareable experiences. By 2025, its annual return marks a 19-year , evolving from a web-based tool to a that has engaged over 500 million users globally. As of November 2025, the app remains active as an annual holiday with ongoing features from prior years, available on and Android. Recent evolutions maintain its relevance, including 2024's introduction of AI Style options that reimagine classic dances with advanced filters, such as transforming elves into football players or pop icons, ensuring the platform remains innovative and fresh for new generations. This broader impact has shaped similar personalized efforts by brands, promoting viral, user-driven as a core strategy.

References

  1. https://investor.officedepot.com/news-releases/news-release-details/office-depot-elf-yourselfr-app-returns-new-augmented-reality
  2. https://www.forbes.com/sites/gyro/2011/12/15/elf-yourself-the-all-time-best-digital-holiday-campaign/
  3. https://play.google.com/store/apps/details?id=air.com.officemax.magicmirror.ElfYourSelf&hl=en_US
  4. https://www.prweb.com/releases/the-world-s-favorite-holiday-app-unveils-elfyourself-r-nfts-to-kick-off-the-season-868445030.html
  5. https://www.cnbc.com/2007/12/13/elfed-yourself-come-on-give-it-whirl-go-to-the-max.html
  6. https://www.instagram.com/elfyourselfofficial/?hl=en
  7. https://duffy.agency/blog/the-business-of-elfing-yourself/
  8. https://evb-archive.com/workSingle.php?page_id=28&ID=45
  9. https://evolutionbureau.com/work/elf-yourself/
  10. https://www.platform81.com/in-the-loop-elf-yourself-officemax/
  11. https://www.adweek.com/brand-marketing/officemax-revamps-elf-yourself-microsite-104828/
  12. https://archive.nytimes.com/bits.blogs.nytimes.com/2007/12/19/the-web-is-overrun-with-elves/
  13. https://www.retailcustomerexperience.com/articles/elf-yourself-visitors-skyrocket/
  14. https://www.zdnet.com/article/creepy-elves-and-disco-dancing-a-business-win-for-officemax/
  15. https://techcrunch.com/2008/11/12/this-christmas-officemaxs-elfyourselfcom-will-get-a-jibjab-twist/
  16. https://www.mediapost.com/publications/article/74695/officemax-out-elfs-itself-a-case-study-in-viral-m.html
  17. https://techcrunch.com/2009/11/09/elfyourself/
  18. https://blog.jibjab.com/5895-2/
  19. https://www.youtube.com/watch?v=cLVoUfmLdN4
  20. https://www.reuters.com/article/business/office-depot-in-976-million-deal-to-buy-rival-officemax-idUSBRE91J0O2/
  21. https://www.youtube.com/watch?v=5AkdaXqfqdA
  22. https://www.affinitytechpartners.com/3n1blog/2014/6/27/business-app-of-the-week-elf-yourself-and-your-coworkers
  23. https://www.youtube.com/watch?v=QvtrTMwnV4o
  24. https://www.youtube.com/playlist?list=PLowOX9Raf4dCMIKAxxh1GoLC1JS_lCkCH
  25. https://www.youtube.com/c/ElfYourselfOfficial/videos
  26. https://www.businesswire.com/news/home/20201124005372/en/ElfYourself-Approaches-2-Billion-Mark
  27. https://www.youtube.com/watch?v=1UWiueCY59Q
  28. https://apps.apple.com/kw/app/elfyourself/id582486077
  29. https://l-elfyourself.oddcast.com/createyourown
  30. https://www.facebook.com/elfyourselfapp/posts/-celebrate-the-start-of-2025-with-an-elfyourself-dance-kick-off-the-new-year-wit/1002024081959021/
  31. https://apps.apple.com/us/app/elfyourself/id582486077
  32. https://play.google.com/store/apps/details?id=air.com.officemax.magicmirror.ElfYourSelf
  33. https://www.elfyourself.com/
  34. https://download.cnet.com/elfyourself-by-office-depot-inc/3000-31711_4-75822795.html
  35. https://tms-outsource.com/blog/posts/apps-like-jibjab/
  36. https://l-elfyourself.oddcast.com/docs/desktop_support
  37. https://6abc.com/videoClip/15702253/
  38. https://www.youtube.com/watch?v=pi_jOL0EGzM
  39. https://www.youtube.com/watch?v=qIhJYETlu3c
  40. https://www.facebook.com/elfyourselfapp/videos/beach-party-official-elfyourself-dance/391221165424899/
  41. https://www.youtube.com/watch?v=1V2L5r4KFOo
  42. https://x.com/elfyourselfapp
  43. https://elfyourself.en.softonic.com/web-apps
  44. https://www.commonsensemedia.org/website-reviews/elfyourself
  45. https://apps.apple.com/il/app/elfyourself/id582486077
  46. https://avc.com/2007/12/elf-yourself/
  47. https://www.facebook.com/elfyourselfapp/
  48. https://x.com/ElfYourselfApp
  49. https://www.marketingprofs.com/casestudy/2008/9357/how-a-viral-campaign-gave-officemax-brand-recognition-drove-shoppers
  50. https://connectedsocialmedia.com/1728/inside-elf-yourselfs-marketing-campaigns-success/
  51. https://www.mediapost.com/publications/article/329449/elf-yourself-back-for-the-holidays-with-a-faceboo.html
  52. https://6abc.com/post/elf-yourself-action-news-mornings-holiday-fun-christmas-app/8576896/
  53. https://adtechdaily.com/2008/04/16/celebrating-winners-at-the-11th-annual-adtech-awards-ceremony/
  54. https://www.wired.com/2008/03/sxsw-its-the-we/
  55. https://www.adweek.com/brand-marketing/rules-viral-web-success-least-now-91573/
  56. https://www.adweek.com/agencyspy/elf-yourself-returns-invites-facebook-and-twitter-to-the-dance/
  57. https://www.brafton.com/blog/creation/successful-holiday-marketing-campaigns/
  58. https://play.google.com/store/apps/details?id=air.com.officemax.magicmirror.ElfYourself&hl=en_US
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