Drivers of the charming little Mini Coopers may be invited to sign up for an interactive billboard promotion called Motorby, where RFID equipped keyfobs will change the message as these drivers approach the billboard.
Mini owners, the real news is the continued merging of technology, marketing, and personal information.
As an exclusive brand with the kind of cachet that Apple has in the world of consumer electronics, Mini can take advantage of that position and do these kinds of out of the box thinking experiments. While RFID has been used heavily behind the scenes in warehousing and inventory management, most people who know of it probably just heard how passports use them now.
Mini's approach as changeable billboards back in 2005. That was from the context of Google driving its advertising to people everywhere, and the use of wireless technology and 'electronic paper' (which does exist today, developed by Fujitsu) to deliver ad messages to people anywhere that a paper ad could be posted.
Mini's effort uses a digital billboard to display a simple text message. It's a start, and one that we will probably consider quaint in five years. As for today, it's a neat implementation of RFID, even though the privacy naysayers will express worries about it.
UPDATE!: I didn't see 
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