Articles

RSS

Wavetrend, one of the leader in the deployment of active RFID solutions, announced that is has partnered with Butler, Shine, Stern & Partners (BSS&P) to support the launch of MINI USA's recently introduced 'Motorby' pilot program. The pilot, featuring RFID-enabled key fobs and "talking billboards"

"MINI has a long history of building its brand by deploying unique and innovative marketing communications strategies," said John Butler, Executive Creative Director and Founding Partner at BSS&P, MINI USA's advertising agency and systems integrator for the project. "The convergence of Wavetrend's RFID technology with traditional advertising mediums represents the ultimate in creative execution and it's perfectly aligned with everything we're trying to do with MINI."

Utilizing active RFID technology from Wavetrend, the billboards will deliver an ever-changing array of unique, personal, playful and unexpected messages targeted to and triggered by MINI owners. Wavetrend partnered with BSS&P to provide MINI with a complete, end-to-end solution, including the system design, business case, ROI model, hardware (RFID readers, antennas and custom-designed tags), software, integration and support services. "We are excited to be working with Wavetrend because of their experience, commitment to innovation and superior performing technology," said Kate Alini, Marketing Communications Manager of MINI USA. "Wavetrend was selected as the pilot's hardware provider because of its technology's proven reliability and long-range capabilities. The company took the time to understand our needs and objectives, providing us with a customized solution that will now enable us to reach out to our community in a fun, engaging, dynamic and personalized way."

The Motorby program is currently being introduced to MINI customers through a national, multi-media advertising and promotional campaign. MINI owners who choose to "opt-in" to the program are encouraged to visit the MINI Motorby website, where they will be asked to answer a series of questions about themselves and most importantly, how they feel about motoring and their MINI. Some questions are as straightforward as a birth date while others are more detailed inquiries, including "What adjective best describes how you motor?" and "What is your MINI's nick-name?

SOURCE: Wavetrend