Nov 07 2007
A Billboard That Speaks Directly to YOU…
Is it just me, or do you find that Advertising is getting bit too personal these days?
The marketers for the Mini Cooper are now delivering personalized messages to their consumers via digital billboards.
The latest step will be seen in four cities as Mini USA delivers custom messages to Mini Cooper owners on digital signs the company calls “talking” billboards.
The boards are programmed to identify approaching Mini drivers through a coded signal from a radio chip embedded in their key fob. The messages are personal, based on questionnaires that owners filled out: “Mary, moving at the speed of justice,” if Mary is a lawyer, or “Mike, the special of the day is speed,” if Mike is a chef.”
Apparently, Mini users love these billboard messages, viewing them as fun, playful and whimsical. Likewise, marketers love the idea, since it will reinforce the “tribal feeling” they want their brand to establish.
Call me old fashioned, but I don’t think I really want an in depth conversation with an “If Then” statement from a computer, it’s just not my idea of a relationship that has any real potential for further development. But it’s a great Advertising stunt that will get the “tongues wagging” in the right direction.
I wonder if they will design one that will write blog entries? then I WILL buy their product.
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