US Mobile has ramped up its marketing efforts with a goal to reach one million subscribers by the end of 2024. A key part of this campaign is a newly launched video ad that will make its way around YouTube and social media. It features CEO Ahmed Khattak alongside an actor comically claiming to be Hugh Jackman. Aside from a poorly styled Wolverine hairdo, this impersonator bears little resemblance to the famed actor. The ad is an obvious parody of the TV commercials that Mint Mobile has long been running, featuring actor Ryan Reynolds, who was also a brand co-owner at the time of its sale to T-Mobile.
You may also notice a related comedic ad making its rounds on Facebook. That one offers a behind-the-scenes look at the main ad that's shown above.
Update:9/27/2024: A third video ad can be found on a newly acquired domain from US Mobile, clawmobile.com. There you'll find "Hugh Jackman" talking about a fictitious new wireless brand called Claw Mobile. The ad attacks Ryan Reynolds and Mint Mobile with "Jackman" telling viewers the next time they are considering switching carriers not to just settle for Minty Freshness, but to go for the Claws. The Claw Mobile website takes visitors back to the US Mobile website where they can sign up for service.
US Mobile Takes a Localized Approach to Physical Marketing
Though the video ads are part of one of their biggest online marketing efforts to date, the company has also employed various localized advertising methods in recent months. They have focused particularly on New York City (NYC), where their offices are located, and the greater New York metropolitan area.
In March, the company opened up its first ever pop-up shop about 30 miles outside of NYC in the Spring Valley Marketplace. Pop-up shop signage advertised a now discontinued "Kosher Plan," targeting the Jewish community with unlimited talk and text for $6/month.
A prepaid report released in July from the firm Wave7 Research showcased a US Mobile billboard located in the greater New York metropolitan area. This is the first known billboard from the company. In 2021, BestMVNO noted that US Mobile launched its first outdoor ad with a display shown on a NYC subway.
Meanwhile, a user on Reddit shared an ad they found in a traditional print magazine, Weekly Link. The one page ad highlights several offerings from US Mobile including an unlimited talk and text plan for $8/month, a $17.50/month unlimited annual plan and a Home Phone plan for $10/month. Weekly Link serves Jewish communities across the Tri-State Area, traditionally defined as New York, New Jersey, and Connecticut, where many commuters typically travel to NYC for work.
Another Reddit user claims they have received mailers from US Mobile, something that US Mobile was able to confirm to BestMVNO. The effort is also said to be "hyperlocal."
Jeff Moore, Principal of Wave7 Research commented to BestMVNO: "US Mobile now has access to all three national networks and it declaring itself to be the ‘First Super Carrier.’ There are some nascent marketing efforts, but they are minor and Wave7 Research is unaware of any retail presence for US Mobile.”
US Mobile recently launched service on the AT&T network under the name Dark Star. The MVNO calls itself a 'Super Carrier' because it allows customers to manually switch between any of the three major networks it operates on, for a small fee, without resetting their plans or billing cycles.
US Mobile Has Ambitious Growth Plans and an Expanding Advertising Strategy
In May, US Mobile's CEO Ahmed Khattak sat with COO Michael Melmed for a joint AMA interview shared on the company's YouTube channel. They revealed their intentions to spend millions on advertising this year noting "you'll see us on tv ads, you'll see us on billboards." The two also disclosed that the company was nearing 500,000 subscribers with an ambitious goal of reaching one million by year's end. Other notable points from the interview included:
- US Mobile has an average revenue per user (ARPU) of $40
- They are considering going public, a goal driven by Melmed, with Khattak starting to warm to the idea
- US Mobile partnered with Best Buy and is working on allowing customers to purchase phones from the US Mobile website for in-store pickup at Best Buy. They also plan to enable users to trade in their phones and use the credit to purchase a new one, with financing through US Mobile
The interview is worth a watch and you can check it out below.
This shift in US Mobile's advertising strategy marks a significant departure from its long-standing reliance on basic online marketing and word-of-mouth—a growth strategy uniquely bolstered by Khattak's frequent and direct engagement with the Reddit community. Khattak's approach has helped to foster strong customer relationships to help drive brand growth in ways only a few other CEOs in the industry have attempted, making his active participation a differentiating factor in the company's success.
Implementing video ads, pop-up stores, and other physical advertising requires cash flow, which US Mobile's growth has likely helped to provide. However, they've also received large investments of cash over the last several years from venture capital. Between 2021 and 2022, US Mobile secured over $20 million in funding, with at least some, if not all of that money coming from Volition Capital.