For your eyes only: MINI owners get private marketing

This month MINI is running ads in five magazines, the copy of which will only be known to current MINI owners. All 150,000-plus MINI owners have received a black box in the mail containing special glasses that will allow them to read the covert advertising. After the message is revealed, the ad instructs owners to where they can enter their VIN number and get some sort of reward. MINI has always been known for making the most of its relatively small ad budget, and it plans to leverage the promoting power of the brand's current owners with this campaign in the hopes of scaring up some more.
Of course, we're not going to let MINI owners have all the fun, so you can check out the revealed ad after the jump.

[Source: Advertising Age via PSFK]

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