People on YouTube and Facebook began posting videos depicting people in dangerous and absurdist situations attempting to reach a Klondike Bar in response to the slogan.
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As of 2013 it was the most shared ad of all-time. It was released on the Internet a few days prior to Super Bowl XLV in 2011, and quickly became popular.
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While not selling any one specific product, the two were created to raise consumer awareness of the sponsoring firm. According to ClickZ, visiting the Elf Yourself site "has become an annual tradition that people look forward to". Elf Yourself allows visitors to upload images of themselves or their friends, see them as dancing elves, and includes options to save or share the video.
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See also: List of viral music videos § Ads and campaigns