Meet MINI Z
View the case- Brand
- AS&E
- Year
- 2014
- Objective
- Lead Gen & Recruiting
- Industry
- Tech & Telecom
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Fast Forward
Objective
American Science & Engineering needed to introduce a genuinely new category of product — the first handheld Z Backscatter X-ray scanner — to an audience used to spec sheets, not stories: police, border agents, and port and airport security officials. Rather than list specifications, AS&E wanted decision-makers to grasp MINI Z's real advantage — a compact scanner that could see into a car's interior or a subway platform where other X-ray equipment couldn't reach — and to turn that understanding into qualified sales leads.
Solution
At meetminiz.com, visitors land on "Meet MINI Z: Small Form Factor. Huge Impact." and click Test MINI Z to step into a set of mock inspection sites — City, Port, Airfield, Border. The mouse cursor becomes the scanner's viewfinder: sweep it across a car, a shipping container, or a piece of luggage and the scene reveals an X-ray view underneath, letting the visitor hunt for hidden threats while the background shifts in parallax (or tilts with the phone on mobile). After clearing the four locations, the visitor answers a short quiz on what the device can actually do, then can open a 3D model of MINI Z under "Explore MINI Z," download a spec sheet, get in touch, or share the result on Twitter.
Results
Across the campaign, meetminiz.com held an 8% bounce rate and kept visitors on site for an average of 4 minutes (4.5 minutes by the agency's own count).
- 1
The player lands on meetminiz.com to a title screen for the MINI Z handheld scanner under the tagline "Small Form Factor. Huge Impact.," then clicks "Test MINI Z" and picks one of four settings — City, Port, Airfield or Border — to search.
- 2
In each scene the cursor becomes the MINI Z's viewfinder: dragging it across objects like a car's wheel or body reveals an X-ray layer underneath, uncovering threats hidden inside.
- 3
The scene reacts to the player's movement — parallax layers shift with the mouse on desktop, or with the phone's tilt via the accelerometer — creating the sense of looking around a real environment, while an on-screen counter tracks how many threats have been found.
- 4
Each uncovered scan demonstrates the scanner reaching places ordinary X-ray equipment can't, such as inside a car's cabin or a subway station's recesses, and the player repeats the search across all four locations.
- 5
Outside the scanning scenes, the player can take a quiz on the device's features and benefits, and explore a 3D model of the MINI Z itself with technical annotations under "Explore MINI Z."
- 6
A "Get the Facts" link opens the product spec sheet, and "Contact Us" collects the player's details as a sales lead.
- 7
At the end, the player can share their result via Twitter or email with a pre-written message about uncovering hidden threats with MINI Z.
