Cool Marketing Thoughts

A few days ago I wrote about a special ad campaign aimed for MINI-owners across the US. 150,000 drivers were to be contacted for a new campaign that will run in magazines such as The New Yorker and Maxim. The ads would be encrypted, so that only MINI-owners would be able to understand the message.

The packages have been sent out. Here’s what Adverlab said:

Every MINI owner was mailed a little black box containing a book entitled, “A Dizzying Look At The Awsomeness of Small.” At the end of the book is a “secret” compartment hiding a few gadgets that are meant to be used with upcoming advertisements. One of them happens to be the magic window decryptor capable of showing us the secret text.

Pretty regular, but still funny.

Image courtesy of Ian Cull from GBMINI.net

The message hidden in the ads took the MINI riders to a funny webpage called ‘Citizens for Fair Insect Treatment’, which then again would lead them (after entering a code in the menu on the right?) to the MiniTakesTheStates.com campaign site (which redirects to MiniUSA.com). A popup window for MiniTakesTheStates reveals signs of what is going to become an epic coast-to-coast 4000 mile road trip of which the registration is already closed. The trip is planned to start at the West Coast on August 21st and comes to its end at the East Coast at September 4th. Campaign by Butler, Shine, Stern & Partners.

More pictures of the kit
More info at Brent | via Adverlab