A cheeky marketing campaign specifically created to generate raves and groans — and nothing in between — has already reached 334 million consumers and generated lots of (free) press coverage for its ingenuity and effective understanding of a brand’s base.
MailChimp’s “weird and wonderful” campaign — “Did You Mean MailChimp?”— is centered on something of an inside joke, according to Entrepreneur: The email marketing company was a lead sponsor of the breakout podcast hit “Serial” in 2014, where its name was actually mispronounced.
In this new campaign, the company created “nine sham products, trends or pieces of content that rhymed with MailChimp, and then [targeted] them at different subcultures within the small to medium-size businesses that MailChimp courts.” Among the products: FailChips, bags of crushed potato chips distributed to real convenience stores in 10 cities; MaleCrimp, a pop-up barber shop at New York Fashion week that crimped men’s hair; kalelimp, one of three original movies shown at arthouses across the country. (Those crumpled potato chips caused the most consternation among consumers.)
Read more about the campaign.