MINI Augmented Reality Ad

There is quite a bit of user involvement before he/she can ‘get’ the ad – but the concept is an interesting one. The steps are as follows:

1. User sees the ad on magazine, follows instruction to the MINI website.
2. User holds the magazine in front of his own webcam.
3. MINI website detects the orientation of the magazine, super-imposes a 3D model of the MINI car on the magazine on the monitor.
4. User plays around, taken by the interactivity of this augmented reality.
5. ???
6. Profit!

[via designboom]