RAMA HONORS OFFICEMAX AND MACCABEE GROUP

The Retail Advertising and Marketing Association (RAMA) has honored "A Day Made Better," the 1,000-school cause marketing campaign produced by OfficeMax and Minneapolis PR agency Maccabee Group, with a national 2008 RACie Award. "A Day Made Better" involved more than 4,000 OfficeMax associates at more than 900 stores, with the PR campaign generating $2.4 million in positive publicity for OfficeMax, including 227 TV segments and hundreds of news articles reaching more than 50 million consumers.

Maccabee Group’s campaign for OfficeMax drove a 1,018 percent increase in Web traffic and a 459 percent increase in donations for OfficeMax’s non-profit partner, Adopt-A-Classroom. The campaign earned RAMA’s coveted Peter Glen Award, which honors companies who give back to their community in a unique way.

World’s Largest Rubberband Ball

Minneapolis public relations agency Maccabee Group, Inc. and experiential marketing agency Innova Marketing jointly won a national 2007 RACie Retail Marketing Award for their client, OfficeMax.

Maccabee Group and Innova’s "World's Largest Rubberband Ball" PR campaign for OfficeMax won the first-place Gold RACie Award in the "Innovation/New Media" category from the Retail Advertising and Marketing Association. The Award honored the introduction of OfficeMax’s "World’s Largest Rubberband Ball," a PR campaign which involved the unveiling in Chicago of a 4,594-pound, 18-foot-circumference ball made of 175,000 rubber bands -- breaking the Guiness World Record.

Maccabee Group’s PR campaign generated more than 150 million consumer impressions, including 422 TV segments in 127 markets from ABC-TV "World News Now" to "Anderson Cooper 360" and CNN-TV Headline News, along with mentions on 200 Web sites, 300 blogs and in hundreds of magazines and newspapers. A video of OfficeMax’s World’s Largest Rubberband Ball was downloaded over 360,000 times from Yahoo’s home page.