Engadget's Darren Murph reports on MINI USA's launch of a billboard advertising campaign in Chicago, New York, Miami and San Francisco, which "gives select Cooper owners the chance to get an RFID keyfob in the mail, and moreover, a reason to consistently drive under mini billboards."

"Users can select a custom message to be encoded on their RFID chip, and when they cruise near an overhanging MINI billboard, their particular message lights up for the world (or at least nearby motorists) to see," Murph writes.

"Of course, we're sure messages will be edited before delivery, and you still need to be down with toting a homing signal around with you each time you cruise, but let's face it, the mastermind behind this ad campaign probably got the raise we all wanted but didn't come close to."

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