BROOKINGS, S.D. – Apr. 6, 2007‐ Daktronics Inc. recently sold four 89‐millimeter Galaxy® LED

displays for MINI USA’s latest ground‐breaking billboard advertising promotion aimed at American

MINI Cooper owners. The new campaign, innovatively named, “MINI Motorby,” engages in a new

wave of interactive billboard advertising. The unique billboards are visible in Chicago, New York,

Miami and San Francisco.

The approximately 5‐feet‐high by 33‐feet‐wide interactive digital billboards feature personalized messages directed toward MINI Cooper owners as they drive near the billboard. MINI Cooper owners

must go online to the MINI USA website and register for the personalized messages. Prospective participants register in the “MINI Owners Lounge” where they are asked to participate in answering some entertaining questions about themselves.

Once an owner has registered, MINI USA sends a special key fob that identifies the car’s owner to

the billboards. When a driver comes within five hundred feet of the Daktronics Galaxy® LED display, the key fob in the owner’s car signals the display and triggers the projection of a personalized message.

The program was first suggested to MINI a year ago by Butler, Shine, Stern and Partners, a

Sausalito, CA advertising agency that wanted to reinforce the feeling MINI owners share in their

desire to support the product.

“Motorby represents the future of marketing and intelligent interactive consumer experiences. We

built this solution because we feel each individual MINI owner is special and unique, but we cannot understate the degree of responsibility and consumer respect that must be upheld when using this technology,” said Matt Butner of Butler, Shine, Stern and Partners.

The interactive use of digital displays that engage the consumer is rapidly becoming the modern

trend for the digital billboard advertising industry. Daktronics is thrilled to be involved with this new form of advertising.

In addition to generating personalized messages, the billboards also display greetings,

advertisements and motoring messages. MINI’s pilot campaign is currently running in the four cities previously mentioned, but is scheduled to reach a wider audience later this year.

Daktronics Galaxy® LED message displays, capable of presenting both text and graphics, available

in either monochrome or full color, have met with huge success in the marketplace.

The introduction of high‐brightness LED technology, combined with easy‐to‐use control systems, wireless communication and decreasing unit prices have leveraged unprecedented market expansion.

Daktronics offers an extensive selection of interactive digital billboards which are rapidly evolving

into an outstanding form of advertising. Retailers and non‐retail entities, such as churches, financial institutions, and in this instance, motoring companies, seek the outstanding benefits of this ultimate advertising medium.

About MINI Cooper
The MINI Cooper is a small car that was produced by the British Motor Corporation (BMC) and its
successors from 1959 to 2000. When production of the classic Mini ceased in 2000, BMW (the new owner of the brand) announced the successor to the Mini – the New MINI Cooper.” The MINI is the most popular British‐made car. There are currently 82 U.S. MINI dealers, which are located primarily in major metros and other selected cities. For more information, visit the company’s U.S. World Wide
Web site at: http://www.miniusa.com .

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