Not-So-MINI
Puzzle

When supply chain delays caused wait times up to six months, we wanted to do something for our eager customers to keep them engaged. We created the ultimate pastime—a life-size, 5,000-piece MINI puzzle that takes as long to complete as the time it takes your real car to arrive. We delivered the Not-So-MINI Puzzles to every MINI buyer on the monthslong waitlist. Brand appreciation rolled in—people unboxing the puzzle, trying to complete it, or just saying thanks. And the Not-So-MINI Puzzle became an instant collectible among MINI fans. It garnered over 100M impressions, but best of all, by the end of 2022, all the real MINIs were delivered to everyone on the waitlist.