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I sometimes think billboards are watching, beaming out messages meant just for me. Then I get back on my meds, and everything seems fine. Anyway, BMW's Mini, as part of its "Not Normal" campaign, worked with agencies Iris and Vizeum over the summer to personalize content to drivers of its cars on nine consecutive digital billboards along a busy London motorway. Spotters armed with iPads identified approaching Minis, and the text and images on the boards were then tailored to the individual cars.
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