In 2006, MINI USA created a marketing campaign which rewarded MINI owners. The MINI Confidential campaign started in July with MINI USA sending a secret black box to owners containing the “spy kit” inside a fake book titled “A Dizzying Look at the Awesomeness of Small”. The spy kit included a magic window decryptor, super-secret decoder, and special red lens glasses.
Shortly afterwards, MINI USA (through their ad agency Butler, Shine, Stern & Partners) created a series of print ads with secret messages that could only be read by MINI owners with the black box spy kit. The three print ads were:
- ATTENTION MINI OWNERS: Useway ouryay agicmay indowway ecryptorday.
- MINI OWNERS: USE YOUR DECODER.
- TURN THE PAGE. NOTHING TO SEE HERE.
The first MINI owner ad required the “Magic Window Decryptor” to read. The message sent you to the very strange website at AsWeC-FiT.org. There was no collectible offered from this site.
The second ad required the “Super-Secret Decoder” to discover a website address: www.minispygear.com. This website enabled MINI owners to order the free Adventure Toggle Switches. This was a plastic template that fit over the bank of toggles to create new functions.
The final MINI Confidential ad required the red lens glasses to decipher. The message included a website address (www.awesomenessofsmall.com) that enabled MINI owners to order the free MINI Confidential medallion.
[Images courtesy of the Library of Motoring.]