If there was ever a slick way to get folks to willingly carry around an RFID tag, MINI USA has it all wrapped up. Catering to every person's egotistical side, MINI has begun a pilot advertising campaign in Chicago, New York, Miami, and San Francisco, which gives select Cooper owners the chance to get an RFID keyfob in the mail, and moreover, a reason to consistently drive under MINI billboards. Users can select a custom message to be encoded on their RFID chip, and when they cruise near an overhanging MINI billboard, their particular message lights up for the world (or at least nearby motorists) to see. Of course, we're sure messages will be edited before delivery, and you still need to be down with toting a homing signal around with you each time you cruise, but let's face it, the mastermind behind this ad campaign probably got the raise we all wanted, but didn't come close to. So if you're a MINI owner in one of the four lucky cities, keep a keen eye on that inbox, and word on the street is that MINI USA is planning on hitting up more cities if (read: when) this proves to be a smash hit.