Mini USA has launched a pilot test for personalized ads on electronic billboards. It uses radio frequency identification technology (RFID) to target one-to-one messages to drivers in four cities.
“Motorby” messages will appear when drivers carrying electronic key fobs come within 500 feet of electronic billboards located in New York, Miami, Chicago and San Francisco.
Fobs with embedded transmitters are being distributed to Mini car owners who fill out questionnaires about themselves at Mini’s Web site. Targeting data being collected includes birth date and profession.
Personal data is not stored in the key fobs. Instead the billboards are connected to a centralized computer server. Information gathered with survey questions will not be used or given to third parties, according to Mini.
The content of individually personalized messages will be based on a number of factors, including information provided by Mini owners, geography and time of day.
“Motorby is all about creating unique Mini experiences and leveraging new technologies to engage owners and prospects,” said in statement Kate Alini, spokesperson for Mini.
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