Mint skipped a $5 million Super Bowl ad and instead offered three months free on their website. No friction, no long-term contract. People tried it, stayed on month-to-month plans. Acquisition and retention for a fraction of traditional advertising.
So here's a smart investment that a company made that could have cost them tons of money that went for 30 seconds and forgotten. There's a company that is a cell phone company called Mint. What Mint did differently in their advertising during Super Bowl, they didn't run an ad that cost them $5 million for 30 seconds like anyone else. What they did differently during the Super Bowl ad, you go on their website and subscribe to their service, you can get it for free. Here's why it's genius. They eliminated that friction of making a decision and made your decision easy because you're gonna get 3 months free service, and on that point you decide if you like it or not. And after that, they had a commitment of a month-to-month service, so this way those customers would stay with them.
