Low-cost cell carrier Mint Mobile is passing on the chance to air a traditional Super Bowl ad during this weekend’s game, instead opting for the second consecutive year to launch a money-saving stunt that benefits its customers.
Ahead of the Chiefs-Bucs matchup, Mint’s only Super Bowl-adjacent marketing will be a print ad in the Wall Street Journal, which it purchased for $130,000—exponentially less than the cost of Big Game airtime, which costs advertisers roughly $5.5 million per 30-second slot.
And what is Mint, owned by actor Ryan Reynolds, doing with the spare millions of dollars it might’ve otherwise spent on a commercial? It’s upping the data limits on all of its existing phone plans at no extra charge to customers. Effective immediately, plans that once offered 3GB of monthly data will be upped to 4GB; 8GB plans will be increased to 10GB; and former 12GB plans, Mint’s largest limited data option, will be raised to 15GB.