SOMETHING DIFFERENT
(Update: The New York Times has another article relevant to this theme in it's 1.15.07 edition)
Here's a good example of "out-of-the-box" thinking on developing the "Fourth Screen" I talked about a couple of days ago.
Engadget gives us the following story:
"If there was ever a slick way to get folks to willingly carry around an RFID tag, MINI USA has it all wrapped up. Catering to every person's egotistical side, MINI has begun a pilot advertising campaign in Chicago, New York, Miami, and San Francisco, which gives select Cooper owners the chance to get an RFID keyfob in the mail, and moreover, a reason to consistently drive under MINI billboards.
Users can select a custom message to be encoded on their RFID chip, and when they cruise near an overhanging MINI billboard, their particular message lights up for the world (or at least nearby motorists) to see."
You can get a better sense of how this ad campaign would work from this story here.
Not sure if this particular initiative will have legs, but it's the general innovation with new technologies in this area that's needs to be noted.
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