MINI Canada wanted to extend the launch of the new Convertible, online. The print ads featured headlines suggesting situations or passengers and a checkbox over a MINI Convertible with an open or closed roof. For example, the headline “Three Bean Burrito,” was mercifully paired with an open convertible. The Convertible-izer-ometer microsite expanded on this concept by inviting visitors to use their own judgement as to whether the roof should be open or closed. Users were challenged with three different categories, including a speed round, and then evaluated based on their score.