OfficeMax shops ‘Schooled’ to CW

Reality style special to air August 5

OfficeMax is gearing up for a sophomore season of “Schooled,” a reality style special that will air on the CW on Aug. 5, as part of the office supply chain’s back-to-school efforts.

Hourlong program’s essentially “Punk’d” for middle schoolers, and tricks students at New Jersey’s New Milford High School into believing their school is musically deficient, forcing them to attend a music rehabilitation program in order to keep its state funding. Prank culminates with a surprise performance by the All American Rejects.

OfficeMax first bowed “Schooled” on ABC Family last year, in which Jesse McCartney served as the musical guest.

Company saw an uptick in sales after the special aired, and is looking at the CW to provide it a potentially bigger audience this time around.

Show was co-developed and produced by OfficeMax agency The Escape Pod, as a time buy and piece of branded entertainment that would entice kids to choose the retailer over rivals for their school supplies.

OfficeMax is awarding 55 of the participating students with backpacks filled with MP3 players, digital cameras and school supplies. Teachers received laptop computers, and New Milford High School was rewarded with a $60,000 OfficeMax gift card.

School was threatened with having to cut back on extracurricular activities after experiencing flood damage in April.

OfficeMax stores will continue to push “Schooled” through an exclusive DVD of the special as a free gift with a $50 purchase of school supplies in August. Google will post behind-the-scenes video and deleted footage from the program.

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