MINI trialing interactive digital billboard campaign

This is pretty neat:

Earlier today (1/10/07) MINI USA sent emails to some group of existing MINI owners asking them to join a pilot of a new program called Motorby. These select owners can volunteer to give MINI USA a bit of personal information, after which MINI USA will mail them a special keyfob containing a digital marker (probably RFID, but there's nothing that explicitly says that). As you drive down roads featuring MINI's electronic billboards (so far only in NYC, Chicago and San Francisco, but coming to more places soon, apparently), the signs will detect your keyfob and deliver a personal message based on the information you originally supplied.

Silly? Yeah, a little, but cool nonetheless, and cool is exactly what MINI is trying to deliver to its core audience. More information at MotoringFile, here and here.

Tags: MINI, motorboard, electronic billboard, digital billboard, out-of-home advertising