My dad, a.k.a Mini Freak is gonna love this one.

You see, he is a Mini Cooper owner (actually he has two right now), and he loves “motoring” in his Coopers. I can’t blame him - the Mini is blessed with a great design and it provides a really good driving experience. But there is one thing that really makes the Mini successful beyond the usual car stuff – the Mini community. If you have seen a Mini commercial, billboard, or print ad, you know the Mini goes out of its way to make Mini owners feel special…

The latest incarnation of Mini giving its owners a figurative hug are the new personalized billboards that are showing up in San Francisco, Miami, New York and Chicago. The personalized Mini billboards sense when a registered Mini driver with a RFID equipped key fob is coming by and then it displays a personal message to the Mini driver like “Motor on Bob,” or “Hi Clarke, Nice Day for Your Convertible.”

Pretty neat stuff. For a brand like Mini who benefits so much from their brand evangelists, this is an amazing way to reinforce their best customer’s buying decision.

Big question for all of you out there running your business…what do you do to make your best customers feel special?