Raise your hand if you remember those lighted signs at the DFW airport that showed schedules, airlines, gate info, etc.... and caused wrecks. (Hint: They're gone now because drivers slowed down, and didn't pay attention to where they were driving)
Now let's go into the RFID world, where a company that sells Mini Coopers thinks that giving its drivers a chance to see personalized message billboards ON THE ROAD is a fantastic idea. How's it work?
The idea is simple, first give MINI USA some irreverent information about yourself (nothing too personal). Then MINI USA then sends out a special keyfob (4-6 weeks after sign-up) that identifies you to each of the Motorboards you pass. When the boards detect that you are about the drive by, they deliver a personal message based on the information you originally gave
It's not just that the movie *Minority Report* immediately comes to mind. Of course this first target is for these particular car owners, not the general public and the guinea pigs drivers will willingly be a part of this targeting process.
It is that people NATURALLY are rubberneckers. Everyone knows when there is a wreck, even if it's on the other side of the freeway, people slow down, stop, maybe even get into their own wreck, just to WATCH. So just imagine that you're driving along the highway and the guy in front of you aims his little fob at the billboard and it changes to a message. YOU ARE GOING TO LOOK TOO TO SEE WHAT IT SAYS. And, frankly, the randomness of when it might change will draw you, too, where you might not be paying attention to the road but to the billboard IN CASE IT GIVES YOU A FRESH MESSAGE even if not intended for you.
Just because Mini-Coopers are the first ones to do this doesn't mean that whoever the people are doing this "Behavorial Ultra-Targeted Marketing" won't be trying to pitch it to all types of businesses. Those who are narcissstic will want to have their own Very Special Personalized Message on a billboard, in increasing numbers.
Seems to me that there are enough distractions already to keep people from paying attention to the road. I just hope it won't, like the DFW signs, take some deaths and injuries to make them stop.