BMW has started running a series of print advertisements that only Mini Cooper owners can decipher. The ads can only be ready using a special paper screen mailed to owners of the compact car in a black box. The box also contains a fake book titled “A Dizzying Look at the Awesomeness of Small,” according to Advertising Age. 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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