Toshiba and ESPN announce innovative ad. campaign and sponsorship

Toshiba and ESPN have announced a new multiplatform sponsorship ad. campaign launching in November and running throughout December of 2010. The campaign, which will promote both Toshiba televisions and laptops, contains digital elements across ESPN.com, as well as traditional television spots, in an effort to reach ESPN fans across numerous screens.

The two companies are collaborating on four custom spots, which use humor to connect the ESPN fan to the Toshiba brand. The spots demonstrate the superior experience fans have when watching sports on a Toshiba LED TV or a laptop.

Two spots showcase Toshiba’s LED TV, the flagship model of Toshiba’s LCD TV category, highlighting innovative features and advanced technology that improve the high definition viewing experience. Two additional commercials feature Toshiba laptops, emphasising their blend of mobility and functionality, all designed to keep fans connected to sporting news and scores at all times.

In addition to traditional television commercials, the campaign features digital elements on ESPN.com and SportsCenter.com. Viewers will be able to vote for the Innovative Play of the Week online, tying in Toshiba’s leadership in innovation with unique sports plays. In a related promotion, fans can vote for the Innovative Play of the Year, to be entered into a product sweepstakes, which includes Toshiba prizes as well as an ultimate grand prize of a Toshiba laptop, a 55" LED TV, a Bluray player and a trip to ESPN’s studios.

"We have chosen the ideal partner in ESPN as both our companies are leaders and innovators in our respective categories", said Mr. Yoshihide Fujii, Chairman & CEO of Toshiba America, Inc. "This multimedia ad. campaign is designed to resonate with consumers who are passionate about sports and are looking for the ultimate television or laptop viewing experience".

"From the first instant replay in 1963, innovation, technology and sports have been intrinsically linked", said Ed Erhardt, President, ESPN Customer Marketing and Sales. "We also know that sports fans are early adopters of technology, which is why this campaign was a great fit. And the fact that it originated out of Tokyo demonstrates the global nature of both companies".