Creating a Mini community

The Mini Cooper is not only an example of a smart car with a “I would like to have one” appeal. Like the iPod or like the Rowenta kitchen series by Jasper Morrison (to mention a very few…). In other words a successful product based on a visionary design strategy. To build a strong community or a tribe among the Mini Cooper owners in the US a brand new billboard campaign has recently started. It is personalised in that sense that “talking” billboards are programmed to identify approaching Mini drivers through a coded signal from a radio chip embedded in their key fob. So when Kate is passing by she could get a nice personalised message saying “Hi Kate, nice day for your convertible”.

I hope that Kate still will have some attention on the road when passing these billboards…

Read more about it in a New York Times article here.

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