Toyota and Fox have penned a deal that will have the automaker’s Yaris brand tied to the popular Fox property, Prison Break. Toyota will sponsor 26 mobisodes entitled Prison Break: Proof of Innocence, which will be distributed four times weekly in the U.S. via wireless carrier Sprint. Yaris ads will run prior to each mobisode and the vehicle will even make a cameo appearance within. The deal also includes a Yaris-branded microsite on Fox.com and category exclusivity during the show’s airing. Fox also bought print ads to drive viewers to the microsite and to pump the mobisodes. Toyota’s ad shop, Saatchi & Saatchi, will produce the mobisodes. Media buys for this deal were done by ZO in the U.S.
