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Unexpcted Partnership of 2007

OfficeMax has been doing fun, pop culture inspired, alt-advertising for a few years now - playing pranks on middle schoolers when Punk'd was in its prime, creating the world's largest rubber band ball, and more. At first glance, their latest choice in partners is just plain odd...but upon further inspection, makes amazing sense. The business supply store last month joined forces with phenom-of-the-moment Miley Cyrus (aka Hannah Montana) for her first concert tour.

By tapping into Miley's audience, OfficeMax is hitting both the school supply buying set as well as their eager to please, impossible-to-score-ticket-buying, parents. Here's a rundown of what I find to be the coolest elements of the campaign:

  • OfficeMax branded stations outside concerts where fans can create signs to hold up during the show (what tween wouldn't want to express her love for Miley/Hanna in glitter on a neon poster board?)
  • Parent lounges at concerts to allow chaperone's time away from the throngs of screeching tweens, complete with computers, earplugs and snacks (I can hear the gasps of excitement from moms around the country now...)
  • A pre-concert video with Miley promoting OfficeMax's cause-related program, "Adopt a Classroom" (a little do-gooding never hurt anyone)
The Craziness that is Hannah Montana:
  • Miley Cyrus has sold over 4.4 million CD's
  • Stadiums are selling out in minutes for her concert, a rarity according to promoter AEG live. Tickets are being re-sold at up to 20 times face value - for prices surpassing The Police, Bruce Springsteen and Van Halen shows.
End result: a lot of visibility in an unexpected (but hugely popular) space. Check the full story out here.

- Sam

posted on January 01, 2008


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  This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.  
 

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