He brought on the head of mobile technology to explain what 5G actually is, and after hearing the technical explanation, happily said “We may never know, so we’ll just give it away for free.”
In October, Reynolds spun Mint’s 5G launch into another light-hearted spot.
#CHANGE MINT WIRELESS NUMBER FULL#
Last year during the Super Bowl, Reynolds took out a full page ad in The New York Times, explaining that the decision to spend $125,000 on a print ad instead of $5 million+ on a Super Bowl commercial would enable the prepaid carrier to pass the savings on to consumers. Reynolds has brought this marketing acumen to Mint Mobile in a big way. He explained that this type of real-time marketing is only possible because he’s the owner of Maximum Effort (and in some cases of the client businesses, as well), but because there is no red tape to cut through when a great idea presents itself. Our budgets are down and dirty, fast and cheap.” So in a way, it’s unfair, in that sense, because most big corporations, they take weeks and weeks or months to get something approved. There isn’t any red tape to come through, because it’s just a matter of signing off on the approval. “We get to acknowledge and play with the cultural landscape in real time and react to it in real time. The original ad on YouTube, not counting recirculation by the media, has more than 7 million hits. The same actress who portrayed a woman seemingly tortured by her holiday gift of a Peloton sits at a bar with her friends, shell-shocked, sipping a Martini. Maximum Effort (and Reynolds) was also behind the viral Aviation Gin spot, which poked fun at the manipulative Peloton ad that aired last year around the holidays.
The film raked in $783.1 million at the box office - a record for an R-rated film that held until the 2019 release of Joker. Reynolds and Dewey had come up with several low-budget spots to get people excited about an R-rated comic book movie. Maximum Effort was founded to help promote the actor’s first Deadpool film. In wake of Sprint/T-Mobile deal, Ryan Reynolds has an announcement It’s hard to imagine a string of words in the English language less sexy than, “mobile virtual network operator.” Reynolds seemingly has an even heavier lift here. Heck, not even Justin Timberlake could breathe life back into MySpace. Justin Bieber never really got a selfie app off the ground. That’s not to say that these publicity stunts necessarily hurt the brands or the products (most of the time), but they probably didn’t help much, and likely cost a fortune.Īnd then there are the actual financial investments, in areas where celebrities fundamentally understand the industry, that still didn’t get to ‘alpha.’Įven Jay-Z has struggled to make a music streaming service successful. Alicia Keys was brought on as BlackBerry’s Global Creative Director, which felt even more convoluted a partnership than Lady Gaga’s stint as Polaroid’s Creative Director. Lenovo famously hired Ashton Kutcher as a product engineer to help develop the Yoga 2 tablet, on which I assume you are all reading this post. There is a long history of celebrities getting involved with brands, either as brand ambassadors or ‘Creative Directors’ without much value other than the initial press wave. However, the D2C wireless carrier has seen its highest traffic days on the backs of Reynolds’ marketing initiatives and announcements. The four-year-old company has seen a tremendous amount of growth, boosting revenue nearly 50,000% in the past three years. It’s been a little over a year since Ryan Reynolds bought a majority stake in Mint Mobile, a deal that has already had a dramatic impact on the the MVNO (mobile virtual network operator). Others have used their considerable platforms to market their portfolio to varying degrees of success. Some have invested casually without getting overly involved. Some investors, like Ashton Kutcher, have prioritized the VC pursuits. But not all celebrity investments are created equally. In the past decade, celebrity interest and investment in tech companies has significantly increased.
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