Yesterday Mini USA kicked off a new advertising project: The participants of this pilot project in New York, Chicago, San Francisco and Miami will see personalized messages on electronic billboards (or “Motherboards” as called in the campaign) triggered by RFID (Mini calls it “really fun interactive devices”) devices on board of their cars.
Credit: Jim Sulley/Newscast (source: CNET)
Nice idea – and always the same concept: Personalize ads! And as you can imagine the discussion about the “Big Brother” problem and about hacking the system has already started.
I’m just thinking about the future of this development. What do they want to reach? Should every car have such a device connected to the billboards? Wow – we’ll get really cool message flashing on boards that are mounted above a street with six lanes … And up to this scenario we’ll find out the name of the girl in the Mini next to us 
