From what I can see, Office Max is getting it right with its recent advertising push using YouTube to propagate it's message. Most companies' commercials have ended up on YouTube in some form, but not in the same way that Office Max has chosen to show their message on the site. When the commercials end, they show the Office Max name, but then instead of just directing customers to OfficeMax.Com, they direct them to the PennyPranks channel on YouTube. I'm really pretty shocked at how long it has taken a major player in retail or any other type of business to use for branding and getting their message out there. In most cases with TV commercial advertising, you have a 30 second window to capture your audience and get them to buy into what you're saying. By creating commercials that will get people talking about your company and its products, you double or triple the effect when you advertise that there is more where that came from.

In just two weeks, their pennypranks channel on YouTube has gotten just short of 100K views on six videos, and now they have over 6500 subscribers. These numbers are evidence that their message is sticking and their use of this popular medium, (YouTube currently has an Alexa ranking of #4) is actually working to keep Office Max on peoples' minds. Once you can accomplish this, the world is yours as an advertiser. More people should be using video marketing to their advantage as the world gets smaller and smaller via the web.