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MINI: The White Rabbit

Do what Lewis Carroll's Alice, or Neo from The Matrix, didâ€"follow the white rabbit. That's what MINI wants web surfers to do when they click on the white MINI Cooper S that comes zooming ou

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Do what Lewis Carroll's Alice, or Neo from The Matrix, didâ€"follow the white rabbit. That's what MINI wants web surfers to do when they click on the white MINI Cooper S that comes zooming out of the banner ad on British lifestyle websites like UrbanJunkies.com. Rather than transferring users directly to a landing page at the MINI website, the "rabbit" leads them on a merry chase through a highly eclectic series of websites (including such gems as the Museum of Food Anomalies, the Silly Sign Collection, and the online home of the Handlebar Club), each boasting another MINI banner and an enticement to continue to journey. Dubbed "The White Rabbit" and created by London-based digital marketing agency Profero, the ingenious campaign aims to reinforce the freedom of movement enjoyed by MINI owners, while simultaneously proving that even banner ads can veer off the beaten path.
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