OfficeMax 'Schooled' Again

OfficeMax fully integrates its seasonal marketing this summer in a campaign that reprises last year's successful "Schooled" effort.

Launched in July, this year's program includes P-O-P displays, a sweepstakes, an interactive web site and a variety of price promotions. Activities all use the "Schooled" theme introduced in summer 2006, when the chain funded production of a Punk'd-style TV special on ABC Family in which a prank was played on a grade school class. The novel idea was credited with helping the chain boost back-to-school sales.

This year's edition of Schooled aired on the CW network (which has a larger audience than ABC Family) on Aug. 5. The "victims" were students at New Milford High School in New Milford, NJ. At the end of their ordeal, the students were treated to a surprise performance by rock group The All American Rejects and awarded backpacks filled with MP3 players, digital cameras and school supplies. Teachers received new laptop computers, and the school was rewarded with a $60,000 OfficeMax gift card.

In stores, the "Schooled" logo is featured on floorstands and endcaps merchandising various brands, including the chain's Schoolio von Hoolio private label. (See Images at right.) Shoppers who spend $50 or more on school supplies can get a free Schooled DVD. Online, a web site co-hosted by Google offers behind-the-scenes footage from the TV show, while OfficeMax's site hosts an interactive scrapbook with product ideas for students ranging from preschool to college.