The Mini Motorboards will feature an array of unique, personal, playful and unexpected messages targeted to and triggered by Mini owners. The innovative system makes Mini USA the first company to use this advanced technology to communicate directly with its consumers.
The pilot will see messages spelled out in lights on billboards in locations in New York, Chicago, San Francisco and Miami beginning late January 2007 and early February 2007.
To deliver its Motorby messages, Mini will utilize RFID technology. RFID, which is used in everything from passports and credit cards to pet IDs, tollbooths and even ski lifts, has not, until now, been used as a means of communication with customers.
Mini owners who want to be part of the program first answer questions online about themselves and how they feel about motoring and their Mini. An electronic key fob will then be sent to the owner. The fob electronically communicates with the Mini Motorboard as the Mini driver approaches and triggers a personalized message.
Motorby dynamically generates customized content to Mini owners carrying active RFID tags in real-time. Content is created using a number of factors, including information provided by the owners, geography, time, and other general information.
Drivers might be greeted with Motorboards that take a playful dig at their chosen profession. For example, a lawyer’s message might be moving at the speed of justice! Other drivers may receive a message that plays on what they perceive as the best feature of their Mini.
When not displaying custom messages, the boards show content that is relevant to Mini or the location of the board.
The RFID technology allows users to be identified from up to 500 feet while carrying their key fob, either while driving or carrying it on foot.
We are excited to be the first to use RFID technology to communicate directly with our owners in a customized and unexpected way. And, even though the messages are individually personalized, we still expect them to elicit more than a few smiles from all motorists who witness the Motorboards, said Kate Alini, marketing communications manager of Mini USA.
