Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products company. Their goal was to make the tax season as painless as possible for the customers. At the same time, they wanted a way to easily reach the customers and a way for them to easily reach them to address their needs year-round. That's where MSN came into the picture. Between February 2 and April 15, 2007, Staples ran display advertising on MSNBC, MSN Money, and the MSN Tech & Gadgets site that delivered a substantial return on investment for Staples. Overall, the campaign reached 7.2 million MSN users.
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