Just in time for Halloween, Mint Mobile came out with its latest shtick – one that it promises “will make your head spin.”
They’re not kidding, either. Employing the service of horror film legend Linda Blair from “The Exorcist,” Mint Mobile aims to spread the word about the “spooky costs” and hidden fees that it says the big carriers continue to dole out.
The company apparently wants the frights to linger, as it’s planning to run the spot for four weeks, according to Aron North, chief marketing officer. The message is set to run both line and via broadcast, though they didn’t say exactly where.
Mint, an MVNO that uses T-Mobile’s network, offers a $15 monthly plan. It’s part of a trifecta of brands that includes Ultra Mobile and Plum.
The spot by the agency Maximum Effort talks about banishing “the spooky costs + hidden fees that big wireless continues to dole out,” according to Mint Mobile.
They aren’t disclosing the specifics of Mint’s partnership with Blair, but North did say hiring a legend like her is a great honor.
“Linda is an icon in the horror movie world and was the perfect partner to help Mint showcase just how scary big wireless can be,” he told Fierce via email.
"On a much less spooky note,” he added, Blair’s WorldHeart Foundation “is continuing to rescue dogs from their own scary situations, rehoming and rehabilitating pups in need.” In the spot, Blair segues from saving pups through her foundation to saving money via Mint – and you can watch what happens from there via this Twitter link.
Mint, more than anyone else, “is very good at using social media to get people to do clicks and to share videos and that sort of thing,” said Jeff Moore, principal of Wave7 Research.
Rather than paying top dollar for a celebrity like Lebron James, Tom Brady or Kim Kardashian, they choose a familiar face from years ago, like Linda Blair, Rick Moranis or Bobby Bonilla, he said. “I think the strategy is working, as it seems like they’ve been able to build awareness,” he said, noting that it also helps to have a well-known movie star, Ryan Reynolds, as their owner and spokesman.
Humor is a big part of what Mint Mobile does. “Humor is a top method for getting people to consume advertising,” he said. “Mint Mobile does that well.”