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In San Francisco, Mini Cooper have used radio frequency identification to communicate with their drivers. A billboard on one of San Francisco busiest roads picks up when a Mini is in the area by their Mobile Phone unique identification and delivers a personalized message to the consumer on their billboard ‘Hi Kate, nice day for a convertible’. This is a great medium to use but a weak creative idea. Just saying hello to the consumer is pretty inadventrous especially from the daring Mini Cooper marketing team. Here is an article with more information.http://www.mercurynews.com/mld/mercurynews/16573032.htm /