OfficeMax Launches Groundbreaking Back-to-School Campaign

August 08, 2006 - PR NewsWire

OfficeMax(R) OMX, a leader in office products and services, is launching its biggest back-to- school marketing campaign ever that includes relationships with companies such as ABC Family(R), Google Inc., Hollywood Records(R), Inc. and teen-sensation Jesse McCartney. The ground-breaking back-to-school campaign is part of OfficeMax's "New Year, New You" theme that communicates the trend of personalization for students headed back to school.

"The 'New Year, New You' theme reflects the spirit of a fresh start that each student has when leaving one school year behind and embarking on a new one," said Bob Thacker, senior vice president of marketing and advertising at OfficeMax. "The start of a new year is a time of discovery and reinvention."

Breaking from traditional back-to-school advertising, OfficeMax partnered with DDB Chicago, Hollywood Records and Jesse McCartney and ABC Family to create an original content back-to-school television special. The resulting television show, "Schooled", features Jesse McCartney, joined by parents and school officials, pranking a class of eighth graders into believing that they must put their summer vacations on hold and pass grueling oral and written exams to be allowed to proceed to high school as they expected. "Schooled" will air August 17, 2006 on ABC Family. After the airing, OfficeMax retail stores will offer an exclusive, limited edition DVD of the show "Schooled," that will feature Jesse performing songs from his September album launch, as well as behind-the-scenes footage. The show, and additional video segments, will also reach Google Video users at video.google.com/schooled. Google Video is a comprehensive index of free and paid, user-generated and professional video content.

With a new school year just around the corner, OfficeMax is also responding to the Gen Y "Customization Generation," and is offering a new line of customized back-to-school supplies that allows students to express their unique personalities.