• by Fern Siegel , November 3, 2009

Toshiba is kicking off a new multiplatform sponsorship ad campaign on ESPN Nov. 16. The campaign, which runs through December 2010, promotes Toshiba televisions and laptops cross-platform, with traditional TV spots and at various Web sites.

What's noteworthy is that both companies collaborated on creating four custom spots, which connect ESPN fans to Toshiba products. Two ads showcase Toshiba's LED TV, highlighting features and advanced technology that enhance HD viewing.

The remaining commercials tout Toshiba laptops, which keep fans abreast of ESPN's breaking sports news and scores.

Aside from airing on ESPN TV, digital elements on ESPN.com and SportsCenter.com let viewers vote for the "innovative play of the week," tying Toshiba's technical prowess to unique sports plays.

Yoshihide Fujii, Chairman/CEO of Toshiba America, stated that the campaign will resonate with those "passionate about sports" who are looking for the "ultimate television or laptop viewing experience."

The campaign, which originated in Tokyo, "demonstrates the global nature of both companies," stated Ed Erhardt, president, ESPN customer marketing and sales. Since sports fans are often early adopters of technology, Erhardt calls the partnership "a great fit."

Per TNS Media Intelligence, Toshiba spent nearly $1 million across ESPN in 2007.