• Advertising Age, Monday, November 2, 2009 10:35 PM

ESPN has been working with Toshiba to create advertising that illustrates specifically how ESPN fans could use Toshiba TV sets and laptops.

As part of the package, Toshiba will sponsor a weekly segment on ESPN's "SportsCenter" that asks fans to vote on an "innovative" sports play of the week. The fans will be steered to SportsCenter.com and ESPN.com to vote. Toshiba will run the promotion from Nov. 16 through December 2010. The sports channel also helped create four video ads and digital elements to run on the websites.

ESPN spent about eight months brainstorming and talking with Toshiba executives, says Lynne Kraselsky, ESPN senior VP. Media outlet and advertiser jointly developed a creative brief and both had input into the work as it is developed, including storyboards.

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