Recently in Measurement Category

As in many cases, the few are impacting the many when it comes to social bookmarking sites such as Digg and del.ic.ious. The Brand Autopsy blog notes that 30 of Digg's 300,000 users are responsible for 33 percent of the posting submissions.  These 30 people are on a mission, obviously.  The question is, what exactly is it?

Mini, at the suggestion of its agency Butler, Shine, Stern and Partners, created a voluntary participation program in which select Mini Cooper owners attached an RFID fob to their keychain containing personal information such as occupation, birthday, etc. The agency purchased billboards with LCD displays that read the passing RFID signals and flash: "Mary, moving at the speed of justice," if Mary is a lawyer, or "Mike, the special of the day is speed," if Mike is a chef. While the agency puffs out its chest and talks about "building evangelists," I have to wonder if, in this case, the big idea has outpaced practicality and any potential ROI. Will people buy more Mini Coopers?