Ask the Board – September 5, 2016 | DANIEL WILKINS


What is the best example of triggered content that you have seen or implemented and why?

One of the best uses of triggered content, for me, still has to be the BMW Mini campaign from all the way back in 2007. BMW utilized RFID chips inside Mini owners’ keys to deliver customized messages on digital billboards. Mini owners opted into the campaign and received a free RFID-encoded key fob for their keychain. They also picked a custom message to be encoded into that key fob. Whenever the driver passed by a Mini billboard with an RFID reader in select markets, the driver’s custom message would appear on the billboard. Mini’s entire brand is built upon the idea of individuality and standing out. Custom billboard messages for Mini drivers only is a fantastic and fun way to reinforce that brand message.

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Chief Client Officer
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Advertising & Brands Council

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