Mini is set to run ads in five magazines this month that feature messages that only owners can read using a special paper filter mailed to their house in a black box. Advertising Age reports:
The box also contains a fake book titled "A Dizzying Look at the Awesomeness of Small." A hidden compartment in the book carries paper eyeglasses and a paper card with holes punched around a drawing of the outline of a Mini. The holes are used to align the card with the upcoming print ads to get the secret message.
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