"Talking" billboard? Wait just a dang Mini

SAN JOSE, Calif. — When a new billboard in San Francisco scrolls the message "Motor On Vera!", it's a good bet someone named Vera is driving her Mini Cooper at that moment.

Or that her car is nicknamed Vera.

A billboard using Radio Frequency Identification (RFID) technology started "talking" the other day. In a new twist on tech-savvy marketing, the board flashes a personalized message as the driver cruises by with a Mini-provided key fob that sends a signal to activate the billboard.

It's all part of the flippant, quirky attitude of Mini and its loyal following.

"Our owners are sort of pre-trend," said Andrew Cutler, a spokesman for Mini USA. "They appreciate new and innovative things and being on the cutting edge of whatever point of view."

Mini, the BMW-owned maker of small cars, has marketed itself since its 2003 arrival as something of an in-joke, a tongue-in-cheek, we-get-it-and-don't-care-if-you-don't automotive brand.

It has been a huge success, selling 40,000 cars a year, when many thought Americans didn't want or like small cars and certainly wouldn't pay $18,000 to $26,000 for them.

"Consumers have come to expect Mini advertising to be groundbreaking, edgy and entertaining, and from the sounds of their latest endeavor, talking billboards, we won't be disappointed," said Lilly Buchwitz, an assistant professor of advertising at San Jose State University.

Now, a billboard near an exit off I-80 in San Francisco speaks to them.

The pilot program is being conducted in San Francisco, New York, Chicago and Miami. About 4,500 Mini owners living in or near those cities and who were active in Mini chat rooms were invited to participate.

They filled out information on a Web site, including their name, their car's nickname, their profession and details about how they drive.

Mini will send them an electronic key fob, which the company calls a Mini motorboard, that works within 500 feet of the billboard.

Once they're in range, personalized messages using their name ("Hi Kate, Nice Day For Your Convertible") or their career ("Moving At The Speed of Justice!" for a lawyer) will appear.

Cutler said about one-third of Mini owners name their car. Coop, Spike and Sparky are popular.

The billboards will stay up for a year, and Mini will evaluate how they're being used and whether it should expand the program.

Cutler said Mini dealers may one day use RFID technology to welcome customers to service appointments or to let them know of events when they are near a showroom.

Talking billboards aren't new.

In 2006, Honda touted its boxy Element SUV on billboards with weird queries ("How is a Honda Element like a platypus?") and directions to tune to an AM radio frequency.

"Traditional mass-media advertising has always talked at consumers," said Buchwitz, who co-wrote a marketing textbook that discussed Mini's launch.

"Mini's talking billboards are going to change that paradigm by talking to consumers."