I was on my way through New York City today and something caught my eye. Mini has launched new interactive billboards to support their new “Motorby” campaign. They have put a billboard in New York, San Francisco, Chicago and Miami.
As with so much of the Mini advertising, they are really in touch with their target market. The billboards are user-triggered by a personalized key fob that contacts the billboard database, which then transmits a personal message to the driver, as in “Hi Jim, great day to be a lawyer.” Drivers signed up for the program this month by answering a questions like telling your pet name for their Mini or their profession.