Mint Mobile

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Mint Mobile
TypePrivate
IndustryTelecommunications
Founded2015; 6 years ago (2015)
HeadquartersCosta Mesa, California, U.S.
Key people
  • David Glickman (Founder)
  • Rizwan Kassim (Managing Partner)
  • Ryan Reynolds (Owner)[1]
ProductsMobile phone service
Number of employees
150 (2017)
Websitemintmobile.com
Footnotes / references
[2][3]

Mint Mobile is an American telecommunications company which sells mobile phone services and operates as an MVNO on T-Mobile’s cellular network in the United States. Mint Mobile has garnered industry awards including Best MVNO’s "Most Disruptive MVNO" in 2017 and 2018,[4] Future’s "Best Value Carrier 2019" from their Tech Awards,[5] and WhistleOut’s "Best Cell Phone Plans and Deals."

History[]

Based in Costa Mesa, California, the company was founded in 2015 (as Mint SIM) by David Glickman (CEO) and Rizwan Kassim (Managing Partner) as a subsidiary of Ultra Mobile.[6] In 2019 it was announced that Mint Mobile would be spun off from its parent company Ultra Mobile (UVNV Inc.)[7] and would become Mint Mobile LLC. During this announcement it was also revealed that actor Ryan Reynolds would acquire an ownership stake in the new company; he has since become the public face for the company.[8]

Ad campaigns[]

Super Bowl LIII[]

On February 3, 2019, Mint Mobile unveiled their commercial “Chunky Style Milk” in the second quarter of Super Bowl LIII. “Chunky Style Milk” featured a family drinking milk full of mysterious white chunks. The commercial set off Twitter reactions from accounts such as the U.S. Surgeon General, Kahlúa, and others. Ellen DeGeneres tweeted “This game is making me hungry for a glass of chunky milk.”[9]

Marketing Week ranked “Chunky Style Milk” as #3 on the Super Bowl LIII effectiveness chart.[10] Out of the 86 commercials played at the Super Bowl, “Chunky Style Milk” ranked #1 in Neurological Immersion. News sources including Time, AdWeek, USA Today, CNET, AdAge and MSN referenced the polarizing commercial.

Super Bowl LIV[]

On January 30, 2020, 3 days before the Super Bowl LIV, Mint Mobile took out a full-page ad in The New York Times explaining why they were not going to purchase a Super Bowl ad. "I love ads. Except when they cost $5 million for 30 seconds," Ryan Reynolds said. "So instead of creating a pricey ad trying to convince people to try Mint, we're going to let them try it for free."[11]

Christopher Sebela, a Portland, Oregon based comic book writer, jokingly tweeted to Reynolds asking if he could buy another full-page ad for his dog. Mint Mobile surprised Christopher by running a full page photo ad of his dog in The Oregonian.[12]

On February 2, Mint Mobile gave away free service at the kickoff of Super Bowl LIV until midnight.[13]

Super Bowl LV[]

On February 2, 2021, 5 days before Super Bowl LV, Mint Mobile took out a full-page ad in The Wall Street Journal stating that they were once again not purchasing a Super Bowl ad. Instead, they increased data limits of all plans free of charge.[14]

References[]

  1. ^ "Ryan Reynolds has decided to become an owner of Mint Mobile". Mint Mobile. Retrieved November 28, 2020.
  2. ^ "Ultra Mobile Company Profile". Inc. Retrieved 2020-02-10.
  3. ^ White, Ronald D (5 February 2017). "Ultra Mobile CEO David Glickman finds his calling". Los Angeles Times. Retrieved 25 Feb 2017.
  4. ^ "BestMVNO Awards: Best Of 2018, Year In Review". BestMVNO. 2019-01-02. Retrieved 2021-01-21.
  5. ^ "Reader's Choice: Future Tech Awards 2019". www.theftas.com. Retrieved 2021-01-21.
  6. ^ "Ultra Mobile Tops Inc. 5000". www.ocbj.com. Retrieved 2021-01-21.
  7. ^ "Mint Mobile Sells Ownership Stake To Actor Ryan Reynolds". BestMVNO. 2019-11-25. Retrieved 2021-07-27.
  8. ^ Gonzalez, Oscar. "Ryan Reynolds now owns Mint Mobile". CNET. Retrieved 2021-01-21.
  9. ^ "Mint Mobile makes Super Bowl debut with 'Chunky Style Milk'". adage.com. 2019-02-01. Retrieved 2021-01-21.
  10. ^ Lyons, Erin (2019-02-04). "Super Bowl 2019: Who won the ad battle?". Marketing Week. Retrieved 2021-01-21.
  11. ^ "Watch All the Best Super Bowl Ads Right Now". Wired. ISSN 1059-1028. Retrieved 2021-01-21.
  12. ^ "How Ryan Reynolds Took the Advertising World by Storm". www.martechadvisor.com. Retrieved 2021-01-21.
  13. ^ Broida, Rick. "Mint Mobile: No Super Bowl ad for us, free phone service for you". CNET. Retrieved 2021-01-21.
  14. ^ "Mint Mobile eschews Super Bowl ad in another customer-focused savings stunt". 2 February 2021.

External links[]

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