It is claimed the new deal will ‘transform the traditional three-hour primetime football game telecast into a 24-hour multimedia event’.
Deborah Meyer, Lexus vice president of marketing, said: “The unique multimedia approach Lexus and Toyota have created with ESPN enables us to meet consumers where they want to be met, not just through broadcast media.
“By making use of all of the touch points ESPN has to offer - radio, print, internet as well as television - we are able to deliver content to customers whether they are driving in their car, on their computer, reading or watching TV.”
Toyota, Lexus and ESPN have announced a ‘fully integrated multi-platform promotion’ for ESPN's Monday Night Football and its surrounding programming and content for the 2006-07 season.
