Toshiba Places Year-Long TV and Web Campaign with ESPN
Integrated effort includes TV ads, online videos, and social media.
Integrated effort includes TV ads, online videos, and social media.
Toshiba yesterday announced a year-long integrated campaign that will run via ESPN’s properties and include a social media support push. Targeting 18- to 35-year-old males, the electronics brand will mostly use 30-second commercials on the flagship ESPN channel. Spots will also appear on ESPN2 and sister network ABC’s college sports coverage.
Ron Smith, VP of marketing for Toshiba’s digital products division, said there were two different commercials in terms of creative, one for the brand’s HDTVs and the other for laptops. “But they take the same [messaging] approach,” he explained.
Fifteen-second versions of the commercials will appear on the Web site of ESPN’s daily SportsCenter program, in rich media display ad units. Also tying the broadcast to the Web push will be a Toshiba-sponsored “Innovative Play of the Week” poll/contest during SportsCenter’s Sunday airing. TV viewers will be encouraged to visit SportsCenter.com and ESPN.com to vote for nominated plays and enter a weekly sweepstakes contest that gives away various Toshiba products. Later on, they will vote for the “Innovative Play of the Year” and enter a contest with grand prizes such as a trip for two to ESPN’s headquarters in Bristol, CT, as well as a handful of higher-end electronics from the brand.
Social media will also factor into Toshiba’s campaign. For instance, the commercials/videos and the contest details will appear at the brand’s YouTube channel and Facebook “fan” page. And via Twitter, staffers will tweet the same details while directing “followers” to the YouTube channel, the Facebook page, and relevant Toshiba Web sites.
Meanwhile, the one-year commitment appears to rekindle a relationship between the two brands, which reportedly hadn’t worked together materially since Toshiba spent nearly $1 million advertising via ESPN in 2007.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article