Keyword Mania was a worldwide promotion in which creative personnel were asked to guess the “mystery keywords” that best described various sets of Corbis imagery, all for a chance to win a 2005 MINI Cooper. The game was played largely online, where guesses were entered and additional hints could be requested. But thousands of top creatives – including all Clios and Cannes Advertising Festival attendees – were given special Keyword Mania boxes, allowing them to experience the game in a more hands-on fashion.

The promotion was kicked off at the Clios with the distribution of Keyword Mania boxes which drove players to the contest site. In addition, roving “Keyword Maniacs” offered a video version of the game, plus theme-related shirts and towels. Simultaneously, the game broke online worldwide. Top creatives received the boxes while the rest of the creative community received numerous promotional emails. At Cannes, participation was again encouraged by Keyword Mania boxes and Keyword Maniacs, plus print ads, restaurant placemats, themed rickshaws, and roaming Keyword Mania MINI Coopers. The promotion ended at Cannes with the awarding of the MINI-Cooper grand prize.