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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What a waste of money.
August 9th, 2006 at 10:16 am
ha. “Drink More Ovaltine.” (remember A Christmas Story?) Remember the kid’s reaction to the commercial after all of his hard work?
August 9th, 2006 at 10:19 am
Btw, our ad was generated using the photoshop sarcasm enhancement filter.
August 9th, 2006 at 1:17 pm
If PSFK is interested, I would be happy to explain!!!
August 9th, 2006 at 10:19 pm
Please explain Ed, would love to hear more about this :)
D
August 10th, 2006 at 2:02 pm
i am a new owner. no comments at this time.
andy
September 9th, 2007 at 4:53 pm
I’m A new owner o7 mini love the car.
Have a engine noise, hoping its a spark knock. Using 91 octane. Happens under a load. And at high rev.Dealer said its normal or its a HARMONIC VIBRATITION.
Can any one help with this
Thanks Don Russell
February 29th, 2008 at 9:15 pm