Drivers of the classic British car, MINI, are receiving a pat on the back from the company as they roam the streets on London. Drivers of the cars are being celebrated through an outdoor campaign that includes the use of digital screens along one of London’s main roads that flash messages directly to MINI drivers as they go passed. The messages that flash up –such as ‘Hey Cream MINI, what’s your secret?’ – appear as a result of software that recognizes the cars as they drive by, in addition to a team of MINI ‘spotters.’
At gas stations, MINI drivers are offered free treats – bacon sandwiches or smoothies in the morning, and a tank of fuel or a bunch of flowers in the evening. Drivers can opt to have their photos taken and displayed with a tailored message as they approach digital poster sites.