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Mini USA has launched an outdoor campaign using digital billboards that flash personalized messages to Mini drivers as they motor by.

Last week, Mini USA sent emails to select Mini owners, inviting them to join a pilot version of a new program called Motorby, according to Motoring File (via MediaBuyerPlanner).

After the Mini drivers answer some basic information about themselves, Mini USA sends them a special key fob that identifies them to the billboards as they pass by. The billboards deliver a personal message based on the personal information provided.

The campaign is running in Chicago, Miami, New York and San Francisco and will be rolled out to a wider audience later this year.

Mini USA has a history of creating campaigns geared toward word of mouth. Last summer, Mini ran encrypted ads in magazines such as the New Yorker and Maxim, and only Mini owners, who had been sent special glasses, could decode the ads.