It seems that the mini car MINI has begun a pilot advertising campaign in Chicago, New York, Miami, and San Francisco whereby drivers with RFID tags can activate customised road advertising - billboards - as they drive past: according to the article 'MINI USA rolls out RFID-activated 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.
Via Smartmobs
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