August 8, 2006
Mini runs ads only Mini owners can read
Mini is set to run ads in five magazines this month that feature messages that only owners can read using a special paper filter mailed to their house in a black box. Advertising Age reports:
The box also contains a fake book titled “A Dizzying Look at the Awesomeness of Small.” A hidden compartment in the book carries paper eyeglasses and a paper card with holes punched around a drawing of the outline of a Mini. The holes are used to align the card with the upcoming print ads to get the secret message.
All 150,000-plus Mini owners will get the black box in the mail. The box directs owners to miniownerslounge.com to learn how to use the paper tools. The magazine ad, once deciphered with the paper screen, directs owners to asweseefit.com, which appears to be a strange site for protecting insects. Owners can enter their vehicle identification number to get a reward. Two other executions will break later this year. Owners will have to use the other tools from the mailed box to decipher them.
Spoiler: We’ve already cracked the ad and have the results in the image on the right. Click on it to enlarge.
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