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Mini Motorby

Billboards Speak

The Motorby trials, as Mini Cooper refers to it, is a recent attempt to liven-up outdoor marketing for the brand. Using a 1-to-1 technology known as radio frequency identification, or RFID, the billboards pickup on approaching Mini owners key fobs. Information about the owner (not confidential) is previously collected about the car owner and transmitted to the billboard to display fun/relevant remarks as they pass. For example, if Mike is a Chef his message would read “Mike, the special of the day is speed.”



The idea, originally suggested by Butler, Shine, Stern and Partners, is completely voluntary and collects only non-confidential information on its owners. Mini also mailed invitations to 4,500 of the 150,000 Mini owners and will evaluate responses from consumers on the billboard trial for 3 months before extending the campaign into other cities.

This creative application signifies that data will increasingly play a vital role in marketers engaging consumers everywhere and anyway they can communicate. However, many privacy advocates are voicing there apposition about this campaign and the uses of consumer data. If a brand such as Mini has voluntary evangelists signing up for surprising messages to greet them on the roads now, is the car company only adding to the purchasers desires? Mini thinks so, suggesting that Mini owners purchase there car's to enjoy life more fully. How do you feel this adds to/hinders the brand's charm?

You can read more from The New York Times article here.

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