Billboards just for you from Mini

One thing that is pretty common in future films is personalised advertising that talks just to you, that knows what you like and pays you attention. Now Mini has taken a step towards that, at least with their ads. Interactive billboards around Chicago, New York, Miami and San Francisco are being programmed to react to you as you drive past in your little car. They are inviting people to take part in this trial; sign up, send them some info and they’ll send you a special key fob with an RFID chip. next time you drive past a sign, it’ll change to display a personal message just for you.

In of itself. the ad has no relevance – seeing a billboard with a message to you will not really get you to buy another Mini – you own one already. But it will deepen your relationship with the brand, make other people doing around you see this and wonder what is happening and create PR buzz, driving interest in the brand and what it can do for you. So how long before someone uses the boards to ask someone to marry them?