CCO Replica Sample - 29

MailChimp Fail Chips

Seeing an online ad for Fail Chips, we suspected a stunt. Was someone actually trying
to sell us crushed potato chips as the new savory snack we didn't know we needed?
Well, sort of, as it turns out. The chips are real, but they're part of MailChimp's Did
You Mean? campaign, which pokes fun of all the various ways confused web surfers
spell "MailChimp" (e.g., MailShrimp, NailChamp, MaleCrimp).

A SOLID CAUSE
State Street Global Advisors received heaps of praise when it
unveiled its Fearless Girl statue ahead of International Women's
Day. We wondered, are there other examples of brands successfully
underwriting iconic urban art? As it turns out, absolutely ... and not
in the way you might expect. In 2011, Pampero, a Venezuelan rum
brand, hoped to make a splash in a new market for the company:
Portugal. But how to position rum as hip and trendy, particularly
for a brand with a very small budget? Working with Leo Burnett
Balboa, the company set up what it called an "ephemeral museum,"
dedicated to preserving the rich, underground world of street art
before it is cleaned away. Pampero tagged and photographed
the best examples of street art, posted them on a website, and
developed audio tours and maps for download from the website.
Within just a few months, the website became a community where
artists and visitors could gather and share opinions about art, and
the brand reached sales comparable to incumbents in the market
for over a decade.

DEPARTMENT EDITOR
Natalya Minkovsky is a
content strategist who lives
and works in Washington, D.C. 
Follow her at @hejhejnatalya.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 29


http://www.CONTENTMARKETINGINSTITUTE.COM

Table of Contents for the Digital Edition of CCO Replica Sample

CCO Replica Sample - Cover1
CCO Replica Sample - Cover2
CCO Replica Sample - 3
CCO Replica Sample - 4
CCO Replica Sample - 5
CCO Replica Sample - 6
CCO Replica Sample - 7
CCO Replica Sample - 8
CCO Replica Sample - 9
CCO Replica Sample - 10
CCO Replica Sample - 11
CCO Replica Sample - 12
CCO Replica Sample - 13
CCO Replica Sample - 14
CCO Replica Sample - 15
CCO Replica Sample - 16
CCO Replica Sample - 17
CCO Replica Sample - 18
CCO Replica Sample - 19
CCO Replica Sample - 20
CCO Replica Sample - 21
CCO Replica Sample - 22
CCO Replica Sample - 23
CCO Replica Sample - 24
CCO Replica Sample - 25
CCO Replica Sample - 26
CCO Replica Sample - 27
CCO Replica Sample - 28
CCO Replica Sample - 29
CCO Replica Sample - 30
CCO Replica Sample - Cover3
CCO Replica Sample - Cover4
CCO Replica Sample - G1
CCO Replica Sample - G2
CCO Replica Sample - G3
CCO Replica Sample - G4
CCO Replica Sample - G5
CCO Replica Sample - G6
CCO Replica Sample - G7
CCO Replica Sample - G8
CCO Replica Sample - G9
CCO Replica Sample - G10
CCO Replica Sample - G11
CCO Replica Sample - G12
CCO Replica Sample - G13
CCO Replica Sample - G14
CCO Replica Sample - G15
CCO Replica Sample - G16
CCO Replica Sample - G17
CCO Replica Sample - G18
CCO Replica Sample - G19
CCO Replica Sample - G20
CCO Replica Sample - G21
CCO Replica Sample - G22
CCO Replica Sample - G23
CCO Replica Sample - G24
https://www.nxtbookmedia.com