OfficeMax

About the Work

As part of an integrated back-to-school campaign, OfficeMax turned to Facebook and Phenomblue to capture the excitement and opportunity of a new school year and activate fans with four unique Facebook apps.

With Facebook Status Stickers, teachers and parents could relive yearbook superlatives by assigning status stickers to their Facebook friends or calculate and share their GPA by completing standard grade school quizzes in Can You Make the Grade. The How I Spent My Summer app invites users to recap their summer vacations just like the first day of school by pulling their unique profile data, including attended events, photos, tags, comments and more. Students could then discover which office supply item matched their personality with the Office Supply Personality Test.

The back-to-school apps were accessed by more than just Facebook users as they were shared and reshared across the web, adding a viral component to their success. Nearly 7,500 Facebook users installed the OfficeMax back-to-school apps, resulting in almost 4,000 shares across Facebook and thousands more impressions.