MediaBuyerPlanner: Over the next few weeks, Mini Cooper will be launching a new ad campaign targeted at the 150,000 people across the U.S. who already own the car.

The ad campaign will run in magazines such as The New Yorker and Maxim, and will only be available for current owners to read. The ads will be encrypted. Mini owners are being sent a book stocked with special glasses, a decoder and a "magic window decryptor," Business Week reports. Owners will use the decoder tools to find Web addresses in the ads that point them towards free prizes or invitations to events.

The idea is create word of mouth among owners and a certain amount of jealousy in the eyes of people who can't read the ads or attend the events.

The first event will include an invitation to join the "Mini Takes the States," a cross-country car event from Monterey, Calif. to Lakeville, Conn. A spy motif will also be used for another event, involving joke switch covers for the Mini Cooper dashboard that read "ejector seat."