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Things that rhyme with MailChimp: the most confusing ad campaign of 2017 so far

The Guardian // 02nd April 2017
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Powered by Guardian.co.ukThis article titled “Things that rhyme with MailChimp: the most confusing ad campaign of 2017 so far” was written by , for The Guardian on Monday 27th February 2017 13.57 UTC

Name: MailChimp.

Age: 16.

Appearance: the logo is a monkey with a hat.

But what is it? It’s an email marketing platform.

I don’t know what that means. It’s a service allowing people and businesses to create targeted email campaigns with advanced analytics.

Let me see if I’ve got this straight: blah blah blah blah blah email blah blah blah. That’s more or less it. You might remember MailChimp sponsoring the popular podcast Serial, with a quirky little ad in which a girl mispronounces it as Mail Kimp.

Yes. I didn’t understand what MailChimp did then, and I don’t understand now. In that case, I’m not sure its latest advertising campaign will be to your liking.

Talk me through it. It has put together a series of websites and videos offering experiences that rhyme with MailChimp.

Can you give me an example of whatever it is you’re talking about? FailChips, for instance, is a promotion for a brand of pre-crushed crisps. The NailChamp website allows you to vote for different nail artistes.

Neither of those things actually rhyme with MailChimp. Odder still, VeilHymn is a band with a new song called Hymn.

They set up a fake band to advertise email? Oh, it’s a real band – a duo featuring Dev Hynes of Blood Orange and Bryndon Cook of Starchild & the New Romantic. And the song is real, too. There’s a video and everything.

I’m confused. You’re not alone. When Hymn first appeared a few weeks ago, no mention was made of the MailChimp connection. It has only just emerged that the song was specially written for the campaign.

And the band specially formed? That allegation has been described as “inaccurate” by a representative of Hynes, who said the duo have been collaborating for years.

Just not under a name that doesn’t quite rhyme with MailChimp. Exactly.

And how is all this supposed to trick people into using some email platform thing? According to MailChimp, it was designed “with the intention that people may organically come across one or two parts of the campaign, piquing their interest enough that they would want to dig deeper.”

As we say in marketing, good luck with that. It’s still a nice song, though.

Do say: “Would you like some enterprise-level marketing automation with your crushed crisps?”

Don’t say: “Sponsored by QuailGimp.”

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