Mind Crackers were ZoZa koans, with commentary. Intended to create a mood surrounding the brand, 30-odd Mind Crackers were threaded through the site. Links, in the form of animated gif layers, were randomly displayed as you browsed.
This is an example of a text-based Mind Cracker.
I probably have some of the cool Flash Mind Crackers, created by the excellent Small Pond Studios, around. I'll post them when I dig them up.
As you can see you could forward this to a friend (we were requested to store the friend's' e-mail address) and send comments to "the ZoZa."
Comments were collected, edited, and linked back to the Mind Cracker.