Billboards That Know You by Name


Each day, it seems, marketers go further in their quest to deliver messages so engaging and personalized that one cannot help feeling special. The latest step will be seen today in four cities when Mini USA begins delivering custom messages to Mini Cooper owners on digital signs the company calls “talking” billboards.

The boards, which usually carry typical advertising, 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.

Billboards That Know You by Name, NYTimes Article.

7 Comments leave a comment below

  1. ahhhhh… you beat me to it. i just posted the same thing :)

  2. Just one of several distractions that causes trafik accidents …bad thing.

  3. This reminds me of that scene in the (lousy) movie Minority Report where advertisements speak to the main character (was that Minority Report? I think it was..)

    Anyways, obviously personalized adverts are more efficient etc., nevertheless, they are such an invasion of personal domain that I hope this not a new trend.
    I’m worried that this is just the beginning..

  4. There’s no doubt it’s just the beginning…the more specific and personalized the ads…the better.

  5. kewl … Mini Big Brother

  6. From Mrs. Janet William N0 1 Van Der Linder Road Bramly
    Gwanda town, Zimbabwe.

    Dear Sir,

    How are you and the rest of the family? I hope you are fine.

    I can understand how surprise this letter will mean to you, but would advice that you consider it as a request from a family in dare need of assistance.
    I am Mrs. Janet William of Gwanda town in Zimbabwe but i am currently here with my only son in Ivory Coast as (REFUGEE) asylum seeker.

    I am writing you in absolute confidence primarily to seek your assistance to transfer my cash of EIGHTEEN MILLION UNITED STATES DOLLARS ONLY (US$ 18.0000.000 MILLION) into your account for safekeeping. This fund is inherited from my late husband who was assassinated by the president’s (ROBERT MUGABE’S) aides in view of taking his lands and property during the crisis, which lead to the killing and banishing of foreign (white) farmers.

    After the death of my husband (A day I can never forget) I was approached by our family lawyer who told me that my late husband had filed a document with him which stipulates his ‘WILL, In the ‘WILL’ he specifically pointed and I quote,”Darling, I wish to draw your attention to the sum of Eighteen Million United States Dollars (US$18.000.000 Million) which I deposited with a FINANCIAL FIRM in Ivory Coast with all the documents filed by my lawyer.

    In case of my absence on earth caused by death only, you should solicit for a foreigner that can assist you to transfer the money out of there (Ivory Coast) for investment purposes. I have saved this money to make the future of my only son ‘MICHEAL’ and you my wife immediately the government started eyeing my business and involvements with the white farmers. Please take good care of MICHEAL and yourself; we shall meet to part no more.

    From the above, you will understand that my future especially the future of my only son depends on this money, as such I will be grateful if you can assist me in transferring this fund to your account overseas for investments.

    E-mail me back for more details, as i have been here to arrange the modalities of transferring this fund with some top Bank directors to avoid any hitch.

    For your assistance i have agreed to offer you 20% of the whole fund, 5% for any expenses that may be incurred during the cause of this transaction,while the remaining 75% will be kept for me under your care till my arrival in your country for investments. Please while replying kindly attach your direct telephone and fax numbers for our easy communication.

    God bless you for your anticipated understanding and co-operation.

    Best regards,

    Mrs Janet William (widow) On behalf Of William family.

  7. They have one of these ads in SF. A lot of stir about a boring ad. I like most of your ad posts. Well done.