OMX Officemax Incorporated

More than 120 Million Visitors Have Spent an Equivalent of 1,500 Years on ElfYourself.com NAPERVILLE, Ill., Dec. 21 /PRNewswire/ -- OfficeMax(R) Incorporated (NYSE:OMX), a leader in office products and services, today announced that ElfYourself.com continues its reign as one of the hottest holiday greeting websites for the second year in a row, attracting an unprecedented number of site visits and elf creations. Since the launch of the site in mid-November, more than 120 million ElfYourself.com visitors have spent the equivalent of more than 1,500 years creating more than 75 million elves to share with friends and family. On average, 60 elves are being created every second. Considered a pop culture phenomenon for two years standing, ElfYourself.com has surpassed its 2006 record of 11 million unique sessions with over 40 million visits. The site continued to attract visitors after going dark in January 2006, and in October 2007, ElfYourself.com traffic resumed with growing user anticipation for the launch of its 2007 version. ScroogeYourself.com, ElfYourself.com's counterpart, has attracted more than five million visitors since the launch, and users have created more than 1.9 million Scrooges to date. "ElfYourself.com is averaging about five million new elves per day," said Ryan Vero, executive vice president and chief merchandising officer for OfficeMax. "At this rate, we are on track to surpass the 100 million elf mark. The only question is whether it will happen before Christmas or not." ElfYourself.com's popularity began primarily on personal blogs, and then spread to industry blogs and social networks like Flickr, Digg and Facebook, followed by mainstream media coverage in USA Today, ABC World News Now, CNN American Morning, The Today Show, CBS Early Morning, and US Weekly's "Buzz-O-Meter." OfficeMax's ElfYourself.com allows visitors to upload a maximum of four photos and record a synchronized message through a special toll-free phone number. The faces are then attached to an animated elf body, the voice is processed to sound elf-like and the result is dancing and talking elves that can be forwarded to family or friends, or posted to personal web sites or blogs. ElfYourself.com and ScroogeYourself.com holiday web sites were concepted, designed and produced for OfficeMax by New York-based advertising agency Toy NY and partner EVB, a digital content agency. Both sites are currently hosted by Media Temple, a web hosting and software application services company based in Los Angeles, California. Last year Toy NY created one of the most successful viral campaigns in history for OfficeMax when it developed 20 holiday websites, including the first generation of ElfYourself.com. OfficeMax brought back eight popular online holiday games that were first introduced during the 2006 holiday campaign. In addition to ElfYourself.com and ScroogeYourself.com the other sites include: Reindeer Arm Wrestling (http://www.reindeerarmwrestling.com/) Roast A Turkey (http://www.roastaturkey.com/) Greetings from the North Pole (http://www.greetingsfromthenorth.com/) Shake the Globe (http://www.shaketheglobe.com/) Yes I'm Working (http://www.yesimworking.com/) Save the Snowman (http://www.savethesnowman.com/) Faux Charity Donation Generator (http://www.fauxcharity.com/) North Pole Dancing (http://www.northpoledancing.com/) Customers looking to give gifts that inspire creativity and imagination can check out OfficeMax's featured holiday products online at http://www.officemax.com/ . OfficeMax is offering an expanded selection of technology and digital photo gift bundles as well as a larger selection of personalized calendars and gift cards through OfficeMax ImPress(TM), OfficeMax's print and document services. *Years on site calculated by total ElfYourself.com visits multiplied by average time per visit. About OfficeMax OfficeMax Incorporated (NYSE:OMX) is a leader in both business-to-business office products solutions and retail office products. The OfficeMax mission is simple. We help our customers do their best work. The company provides office supplies and paper, in-store print and document services through OfficeMax ImPress(TM), technology products and solutions, and furniture to consumers and to large, medium and small businesses. OfficeMax customers are served by more than 36,000 associates through direct sales, catalogs, e-commerce and more than 900 stores. To find the nearest OfficeMax, call 1-877-OFFICEMAX. For more information, visit http://www.officemax.com/. OfficeMax makes no proprietary claim to any third party names, trademarks or service marks appearing in this press release. Any third party names, trademarks, and service marks are the properties of their respective owners. OfficeMax Media Contacts OfficeMax Investor Contact Bill Bonner Jennifer Rook John Jennings 630 864 6066 630 864 6057 630 864 6820 DATASOURCE: OfficeMax Incorporated CONTACT: media, Bill Bonner, +1-630-864-6066, or Jennifer Rook, +1-630-864-6057, or investors, John Jennings, +1-630-864-6820, all of OfficeMax Incorporated Web site: http://www.officemax.com/

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