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admitting the hoax, although the Web sites will stay up indefinitely. Billboards showed the robot alongside a Mini, and a giant Mini robot went up in New York in August. The robots are also on Mini’s Web site.

At first, not everyone thought the advertising component was needed. “I had concerns that doing advertising would potentially stop the buzz,” Keller says. “But the interesting thing about it is, when we went ahead and did those pieces, in some ways it allowed people to complete the cycle and added to the enjoyment of the overall piece.”

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