MINI USA’s Motorby Key-fobs Arrive

Sections: Marketing Apr 4th, 2007 32 Comments

After a month’s delay, MINI USA’s first Motorby Key-fobs will be arriving in the hands of the owners selected for the pilot program this week. Participants will receive an envelope that contains one black box. Upon opening the box, owners will be greeted with the theme to a 2001 Space Odyssey (no joke) and their new key-fob. Also inside the box that is also a short note and simple instructions on how everything works. It’s executed in the classic MINI campaign language we’ve all come to know and love. Here’s an excerpt:

Take a minute. Let it soak in. Maybe even give yourself a high-five. For you, the roadways will never be the same again.

For those that may have missed the original story, here’s some background information about the campaign:

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 key-fob (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.

Now that the key-fobs are out in the wild, expect MINI to keep a close eye on the success of the program And assuming participants dig the personal advertising, look for MINI USA and BSSP to roll-out the program to a larger audience later this year.

Written By: Gabe

DRC

I want one! Bring it to DC, MINI!
Edge

I second that – the DC region has a very significant MINI population… bring it here! :D
bling

Very cool and very much would like one of those Motorby keyfobs.
MultiplePersonalities

Ha! Finally we get to see the keyfobs. Hopefully mine will be waiting for me when I get home tonight.
OH Steve

Looks kinda big for the keychain, but I guess it would make more sense so keep this in the car and not on your keyring.

The packaging is very cool, I hope it expands to central OH.
VMMVMMM

So jealous. The MINI community in my area is very small compared to others, but I travel a lot. I’d love to see a personal message appear as I am driving by in my rental, it would make driving around in a car that is not my MINI more bearable.
Jacob

How do I get one?
Matt

I better have one when I get home today. I’ve been waiting for ages to try the one in NYC out.
Motoring Advisor

Not to be anal…. but it really should say “This is AN Historic Moment”.

I mean, come on.
Dave Z

Only if you were to pronounce it “istoric”.
http://miniblog.guapacha.com ukplyot

I think us Brits say “AN historic” and Americans say ‘A Historic” because, as Dave says, we don’t make much of a fuss about that H. Fowler says that “A” is the way to go and I seldom disagree with him.

Anyway, I think the key fob is cool and I wish I could have one. However, since I live in the desert where electricity is still fairly exciting I am unlikely ever to see one of these billboards.
rkw

Here’s more on this very important topic: Do we say ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œan historicÃƒÂ¢Ã¢â€šÂ¬Ã‚Â or ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œa historicÃƒÂ¢Ã¢â€šÂ¬Ã‚Â?
MultiplePersonalities

Jacob if you live in or in close proximity to Chicago, new York City, San Francisco or Miami, MINIUSA should have contacted you via email to participate in the program.
roggenmini

I am hoping to see one of these as well. I would like to feel that I am in control of my world some how!
Seth L

Come on Portland!

Or at least Seattle.
MultiplePersonalities

Someone commented at the time of MTTS that MINIUSA doesn’t seem to like or care about the Pacific Northwest?

When I went to Seattle 2 years ago, I saw a fair number of MINIs all over the place. Hmmmmmm
blake

I want one too.
Blainelv

Ok, Vegas needs a few of those signs. We could have done a mass test if MINIUSA but one on the strip during the AMVIV cruise. Although the sign may have went into melt down then. Hahaha
Tim

I don’t want one. I don’t want to be targeted with advertising. I’ve bought the car, I don’t need to be told how “cool” I am for doing so.

I prefer ads that focus more on the performance of the car, but that’s just me.
Jon

Wonder how it will deal with the first club run past one of the signs with multiple people with the key-fobs :)
Brendon

Ughh im in the philly area and want one…Real Bad
http://whitemaleconsumer.com Zeke

I need to be told how cool I am….
Siddhartha

Can’t wait for the first msg. What will it be? This is going to be so fun!
Jacob

I pass the billboard on the 826 (Palmetto) several times a week and would love to have “the fob” because the car on the billboard looks just like mine. Plus I want a reason to drive my friends around and go… “Watch This!”
JustJAY

I am actually surprised that it never came to the DC, MD, VA area. I can’t wait till it gets there.
M. Dillon

So,Gabe…do you have any insider information in regards to having the,”MINI Billboard”,in;or around the Atlanta,GA. area so that maybe we can get on board for this fob project?
Matt

Nothing when I got home late yesterday. Where’s my fob dammit
SCMCS

I’ve signed up for this, can’t wait to get my package.
Jono

no kidding!! I want mine already! I was so excited that I’d be the first to have a special birthday message, if they had released them when they first thought they were going to be released…. can’t wait! I’m going to go stand by the billboard and take a picture!!
Pingback: MotoringFile » Archive » MINI USA’s Motorby Billboard in Action
Paul

Let the good times roll!
Siddhartha

Boo! Mine didn’t play on opening and now I’m stuck with a computer chip and batteries that I can’t even throw in the trash but must recycle with my old computer stuff. 50% off. I hope the billboard works.

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