rachel hutchison mcelrath

 Due to the global supply chain crisis, nearly 4,000 MINI buyers couldn’t get their cars.

So we gave them something big to help with the not-so-mini delay—a giant, car-size puzzle of their future MINI that would take months to complete.

We delivered the Not-So-MINI Puzzles to MINI buyers on the waitlist.

Guess what? For people who love MINI, a 5,146-piece MINI puzzle is a really great distraction.

The Not-So-MINI Puzzle became an instant collectible among MINI fans. It’s currently fetching prices of $350+ on eBay.

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.