The boards, which usually carry typical advertising, are programmed to identify approaching Mini drivers through a coded signal from a radio chip embedded in their key fob. The messages are personal, based on questionnaires that owners filled out: â€œMary, moving at the speed of justice,â€ if Mary is a lawyer, or â€œMike, the special of the day is speed,â€ if Mike is a chef.
RFID (radio frequency identification) technology is making the experiment possible. Researchers and entrepreneurs have labored for decades to extend the practical uses of wireless tracking using radio tags.
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