MINI USA’s Motorby Pilot Program

(Updated 12.15.07: MINI USA has decided not to renew the Motorboard program for 2008 due to costs and technical issues.)

With a healthy dose of creativity and a sprinkling of convergence, MINI USA has launched its latest advertising campaign aimed at MINI owners. Earlier today MINI USA sent emails to select owners asking them to join the “pilot” version of a new program called Motorby. The program features the same interactive digital billboards we pointed out a few weeks back and are currently located around Chicago, New York, Miami and San Francisco. Unfortunately at that time we couldn’t go into details as to why they were going to be cool. Now we can.

The idea is simple, first give MINI USA some irreverent information about yourself (nothing too personal). MINI USA then sends out a special keyfob (4-6 weeks after sign-up) that identifies you to each of the Motorboards you pass. When the boards detect that you are about the drive by, they deliver a personal message based on the information you originally gave.

Look for MINI USA to roll-out the Motorboard program to a wider MINI-owning audience later in 2007.

You can take a tour of the sign-up the process below. Click on the top left image and then simply follow the process by clicking on the “next button” or hitting “N” on your keyboard.