In the next few weeks, Mini USA will launch a series of ads in a wide range of magazines aimed just at Mini owners, and excluding everyone else.
The ads will be encrypted, decipherable only by the cognoscenti. Mini is sending owners a “covert” kit – mocked up as a wizened-looking book – that will include special glasses, a decoder, and a “magic window decryptor.” Using those, owners will be able to find Web addresses in the ads that lead them to free prizes and invitations to events. Mini are hoping that non-owners will feel slightly jealous that they’re out of the loop, and rush to their nearest car dealership! An interesting idea, lets see how it affects their sales!