MINI Cooper and Ford
MINI Cooper: Daktronics, a Brookings, S.D. company that both designs and manufactures digital billboards and large-screen video displays, created 5'H, 33'W interactive digital billboards posted in Chicago, Miami, New York and San Francisco this spring to help brand the MINI Cooper automobile. Slugged "MINI Motorby," the campaign featured personalized messages aimed at MINI Cooper owners as they drove near the billboard. According to Daktronics' California Regional Sales Manager Ed Wasserman, owners had to go online to the MINI USA website and register for the personalized messages. Once the owner registered, MINI USA sent a special key fob that identified the car's owner to the billboard. When the driver came within 500 feet, the key fob signaled the display, triggering the projection of the personalized message.
Image courtesy of Daktronics, Inc.
Ford Taurus: This car campaign offered a different twist from MINI Motorby. Tray tables on select airlines featured the Ford Taurus, including safety features and an interactive game. Created by Brand Connections Sky Media, a marketing and media company, three different ads were rotated among airlines, including one with a quiz for passengers. Ads (created by JWT Team Detroit) were positioned so that window, center and aisle seats each had a different ad.
Aisle seat ad
Middle seat
Window seat
