Within the next few days, billboards will begin to appear in the UK.
After last month’s “Ok Boomer” disaster, in which BMW responded to Twitter critics using an old meme ( , which it quickly walked away), the company has now launched a controversial new campaign. According to the website Motoring research, BMW is going to start placing smart billboards across the UK that will let owners of BMW know if their warranty has expired.
Initial reports indicated that the billboards would read vehicle license plates and collect personal information to “shame” owners who didn’t have BMW factory warranties. BMW later retracted the report and stated to Motoring Research, “The majority of BMW models older that 35 months” and suggested that owners buy a new warranty online if they needed one.
BMW stated that VDT does not have access to personal data and no personal identifiable information is used to comply with GDPR.
Smart billboards will feature a vehicle detection technology that can determine the type and age of the vehicle, tailoring ads to specific owners. Only owners who are seated at the intersection will be able to see the ads. BMW states that the billboards are designed to make it easier for owners to get new warranties and to build personal connections.
“Our customers demand an elevated level customer service, and personalized digital marketing can be just one way we can engage them at this level,” Steve Cann, BMW Financial Services, told Motoring Research.
These billboards will be appearing in the UK within the next few days, whether BMW owners are happy or not. These ads will be placed at major intersections in major cities such as London, Birmingham and Manchester.