Dive Brief:
- MailChimp got a marketing boost with the return of the popular Serial podcast because the marketing vendor’s popular #MailKimp sponsorship spot also returned for the new season.
- The 20-second call-out became popular with listeners because it featured a child mispronouncing the name of the email tech company’s name as “mail kimp.”
- According to research from ListenFirst Media, MailChimp had an 81% spike in mentions on Twitter from the day before the Serial premiere this month and the day of. This outpaced other Serial sponsors Audible with a 19% boost, and Squarespace with a decrease in mentions over the same time frame.
Dive Insight:
MailChimp’s success illustrates the power of brands being connected to popular media properties, but also shows the importance and value of making that connection memorable and engaging. Using a limited canvas – a 20-second audio call-out – MailChimp was able to grab Serial listeners’ attention, and even had “fans” of the #MailKimp spot excited that it returned with the new season of Serial:
YES @serial thank you for keeping the @MailChimp commercial the same #neverchange #MailKimp
— Sarah Mann (@smann1208) December 17, 2015
I had no idea how much I missed #MailKimp
— Adam Dole (@adamdole) December 12, 2015
is it weird that I really missed the mailchimp ad? #serial #mailkimp
— cassie (@cass_ieee) December 12, 2015
Jason Klein, co-founder and co-CEO of analytics firm ListenFirst Media, told Adweek, "The substantial lift MailChimp saw in organic conversation over Serial's other two advertisers indicates that they're effectively and efficiently engaging their listeners, as the majority of conversation reflected listener satisfaction with the 'MailKimp' ad's return."
