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04-30-2006, 09:01 PM | #1 |
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Toyota Yaris to Sponsor FOX's "Prison Break"
LOS ANGELES, April 24 /PRNewswire/ -- The new hit FOX series PRISON BREAK, recently referred to as "The Hottest New Drama on Television," will serve as the centerpiece for a massive new integrated marketing partnership between several of News Corporation's entertainment divisions and premier auto manufacturer Toyota. The promotion, coinciding with the launch of Toyota's new Yaris Liftback and Sedan, crosses several of the company's entertainment divisions, including Fox Broadcasting (FOX), Fox Mobile Entertainment (FME), Fox Interactive Media (FIM) and the FX cable channel. "By threading complementary content across several FOX Entertainment platforms, we've created a unique PRISON BREAK marketing partnership with Toyota and Zenithmedia," said Jean Rossi, Executive Vice President, Sales, for FOX. "We look forward to expanding this partnership with other divisions in the near future." PRISON BREAK is the No. 1 new drama of the season among younger demographics and the No. 1 new program on FOX. "We're utilizing this emerging entertainment medium as a way to provide fans of PRISON BREAK with details about the show courtesy of Yaris," said Jim Farley, Vice President of Marketing for Toyota. "Our partnership with FOX provides an exclusive portal to showcase Yaris to consumers in a fun way where they can discover more about the car on their own time." FOX, original creators of Mobisodes(TM) -- short episodes of programming designed exclusively for mobile phones -- will produce the serial, "PRISON BREAK: Proof of Innocence." Toyota's sponsorship of this series makes it the first-ever ad-supported scripted Mobisode. "PRISON BREAK: Proof of Innocence" is available free, exclusively to Sprint customers on FOX's Channel 20 on SprintTV. Advertising agency Saatchi & Saatchi LA will produce unique 10-second marketing messages for Toyota that will air at the beginning of each Mobisode, followed by a two-minute episode that parallels the current PRISON BREAK storyline. Toyota vehicles, including the all-new Yaris Liftback and Sedan, will be prominently featured in the 26 Mobisodes, which will be released three to four times per week, beginning today. The Mobisode's storyline complements the original series, and the producers allowed unprecedented access to the show's location. Many of the serial's exteriors were shot at "Fox River State Penitentiary." "PRISON BREAK: Proof of Innocence" introduces the character Amber McCall and follows her path to exonerate her friend L.J., who has disappeared after being framed for murder. L.J. is the son of lead character and death row prisoner Lincoln Burrows. The Mobisode series is produced by Eric Young of Sparkhill, producer of the award-winning "24: Conspiracy" series. "We're pleased by the overwhelming success of our Mobisodes as a new way to engage and entertain consumers," said Mitch Feinman, Vice President of Digital Content, Fox Mobile Entertainment. "Toyota's sponsorship of the PRISON BREAK Mobisode series is an industry first. We're excited that innovative advertisers like Toyota are taking notice of this new entertainment medium." The marketing partnership will also allow FOX Interactive Media -- with its 70 million unique visitors per month -- the opportunity to create a Toyota-branded PRISON BREAK "microsite" within FOX.com, offering unique content tied to the hit FOX series. Visitors to the site will be able to register for a PRISON BREAK/Toyota Sweepstakes. Additionally, the site will contain exclusive behind-the-scenes video streams from the series. John Trimble, Senior Vice President, Advertising Sales for Fox Interactive Media, observed, "This is a prime example of how Fox can come together in a rich, cross platform campaign and reach the most desirable demographics in unique and custom ways." Additionally, FOX is providing Toyota with "category exclusivity" for auto advertising during several upcoming PRISON BREAK broadcasts, with the first airing Monday, April 24 (8:00-9:00 PM ET/PT). FOX will also drive viewers to both the Toyota-branded "microsite" and the Mobisodes with co-branded advertising in daily and weekly national publications. Toyota was also sponsor of the FX cable channel's PRISON BREAK marathon Sunday, March 19 (Noon-7:00 PM), which replayed the last six episodes of the hit series along with a one-hour recap leading into the show's return to air Monday, March 20 (8:00-9:00 PM ET/PT) on FOX. To celebrate the partnership, FOX and Toyota will also join together on April 27 in Los Angeles at the famed 20th Century Fox lot for a publicity event featuring the stars of PRISON BREAK and the all-new Toyota Yaris. The Yaris will be featured prominently throughout the night, with other parts of the night devoted to raising money for Toyota charities. ABOUT YARIS The debut of the Yaris Sedan joins the all-new Yaris Liftback as Toyota's newest U.S. entry in the growing subcompact segment. Launched in 1999, the first generation Yaris was Toyota's best-selling model in Europe and was named the (2000) European "Car of the Year." With exceptional EPA gas mileage ratings -- up to 40 mpg highway -- the car you can afford to drive is finally the car you actually want to drive. |
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