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Mini Cooper Drivers Get Personalized Billboards

Mini USA will begin delivering custom messages to Mini Cooper owners today on digital signs the company calls "talking" billboards. The billboards identify approaching Mini Cooper drivers by using a signal from a radio chip embedded in their key fobs.

The messages are 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.

Mini mailed invitations to 4,500 of the 150,000 Mini owners in the country. The enthusiastic guinea pigs for the Mini experiment will be more than 1,000 Mini owners in New York, Miami, Chicago and San Francisco that have signed up for what the company calls "an ever-changing array of unique, personal, playful and unexpected messages."

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