AdAge reports ESPN helped Toshiba create new ads that illustrate specifically how ESPN fans could use the brand’s products. For example, an exec is in a conference room with his peers going over strategy. His Toshiba laptop is open, but instead of taking notes, he’s watching sports on ESPN.com. To help sell Toshiba TVs and laptops, the ESPN campaign also has Toshiba sponsoring a weekly segment, starting 11/16, on ESPN’s “SportsCenter” that asks fans to vote on an “innovative” sports play of the week, and it will steer them to SportsCenter.com and ESPN.com to do so. Toshiba will continue the promotion through December 2010, said the story. The sports channel helped create four different video ads, as well as digital elements to run on the websites.
