Unexpected Nut shares their thoughts about the above personalization.
MINI relies on the rabid loyalty of their customers, so a campaign that is retention-based is a perfect fit. However, something of this whole thing smacks of a group of creatives in a room trying to “integrate” digital ideas, customer-centric messaging and good old fashioned Lite-Bright technology. The resultant execution simply looks like a highway construction sign bolted to a standard billboard.
The invite-only, opt-in campaign relies on the RFID chips present in MINI key fobs. According to Engadget, users select a custom message to be encoded on their RFID chip, and when they cruise near an overhanging MINI billboard, their particular message lights up for nearby motorists to see.