Over the next few weeks, Mini Cooper — the company that makes those cute retro cars — will run an ad campaign aimed at Americans who already own the cars. It seems an odd choice of target market, but the campaign sounds so cute. Encrypted ads will appear in major magazines such as the New Yorker and Maxim. “Mini owners are being sent a book stocked with special glasses, a decoder and a ‘magic window decryptor,’” according to Business Week and MediaBuyerPlanner. “Owners will use the decoder tools to find Web addresses in the [magazine] ads that point them towards free prizes or invitations to events. The idea is create word of mouth among owners and a certain amount of jealousy in the eyes of people who can’t read the ads or attend the events.” Hee! A book that makes people jealous — what’ll they think of next?
Drive a Mini Cooper? Your Enviable Book, Special Glasses and Decryptor Are Coming Soon!
Posted by Anneli Rufus at 10:03 pm, Friday, July 21, 2006
renee Says:
July 23rd, 2006 at 1:05 pmVisit renee
Hey- that just might work! At least on us biblio-crazies.
MiniAlika Says:
August 4th, 2006 at 12:52 amVisit MiniAlika
Just got my uber-secret book today! Now I just have to find one of those ads to decode! Yum!
Greg Says:
April 2nd, 2011 at 10:50 pmVisit Greg
A book that makes people jealous?
I feel that way every time I check out the cover of GQ Magazine.
Michelle Bristol Says:
April 28th, 2011 at 3:45 amVisit Michelle Bristol
Those minis have become too popular now. If you buy one now you’ll just look silly arriving so late to the party. A bit like buying a iphone…