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Consumer privacy and RFID newsletter
February 2, 2007:
By Katherine Albrecht

MINI, the trendy BMW car brand, is offering owners of its cars a way to broadcast their presence to company billboards, and receive a personalized message in response. The company's press release (paraphrased below) explains:

An electronic key fob -- a small hardware device with a built-in authentication mechanisms -- fits on a regular keychain and electronically communicates with the billboard. As the MINI driver approaches, the fob triggers a personalized message on the billboard that will "entertain, awe, and delight the driver" To deliver their Motorby messages, MINI will utilize Radio Frequency Identification (RFID) technology -- or, as MINI likes to call it, "Really Fun Interactive Devices." With this groundbreaking new use of RFID, MINI will engage its community in a conversation in a fun, engaging, dynamic and personalized way.

The four MINI Motorby launch locations are:

CHICAGO: I-294 (North Tri-State) .25 mile south of Wolf Rd, south of Chicago O'Hare airport (faces southbound traffic).

MIAMI: Palmetto Expressway, 25 feet north of NW 50th Street (faces northbound traffic).

NEW YORK: 10TH Avenue & 30TH Street, just before the entrance to the Lincoln Tunnel (faces northbound traffic).

SAN FRANCISCO: 1-80 Skyway at 4th Street (faces eastbound traffic) All locations can be found on the MINI website.

PR Newswire via Yahoo

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