by Christina Warren

On Tuesday, we wrote about the return of Elf Yourself. OfficeMax has been sponsoring Elf Yourself for the last four years and its an early example of successful, web-based viral campaigns.

OfficeMax decided to get really meta with the Elf Yourself campaign by creating a flashmob in New York City. On November 3 in Union Square, OfficeMax hired several hundred performers to assemble — dressed in elfin gear — and do synchronized choreography for a crowd of delighted and confused passerbys.

Consider this Elf Yourself IRL (in real life):

What do you think of creating a viral campaign for a viral campaign? Is it meta-overload or does the existence of real-life Elf Yourself flash mob bring you holiday cheer? Let us know!