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Tired of drinking jar after jar of Ovaltine just to score a secret decoder ring? Mini's marketing mavens think they've come up with something better. As a reward for ownership of their product, the BMW division is sending out a promotional book to Cooper and Cooper S drivers entitled, A Dizzying Look at the Awesomeness of Small, in which a pair of glasses and a paper decoder are hidden. The decoder can then be used to read secret messages hidden in a new series of print ads launching in five magazines. Punishment or reward? You decide. [Thanks to CTE for the tip.]

The Ads Only Mini Owners Can Read [AdAge]

Get Your Mini Carded [Internal]