Toyota sponsors new mobisodes on Fox

On the heels of MobiTV's mobile advertising deal with Anheuser-Busch, Toyota is set to sponsor and be featured in a spin-off series for mobile phones of Fox's hit series Prison Break. Each two-minute mobile episode of the show, called Prison Break: Proof of Innocence, will begin with a 10-second commercial for Toyota's new subcompact sedan. Publicis Groupe's Saatchi & Saatchi developed the marketing message. The deal also includes some exclusive sponsorship for a Web site devoted to Prison Break and exclusive advertising in several episodes of the traditional TV show in May as it nears its finale. While the companies did not disclose the financial terms of the deal, analysts say it must be close to $10 million. Toyota has certainly emerged as a pioneer in mobile content, right behind Anheuser-Busch, with the deal.

For more on Toyota and Fox's mobile advertising deal:
- see this article from The Wall Street Journal (sub. req)