Working with Saatchi & Saatchi, Toyota will sponsor a spin-off of the FOX series Prison Break called Prison Break: Proof of Innocence which will be broadcast to mobile phones and supported with ten seconf pre-roll ads. The mobile series itself will be promoted on the TV series with two minute spots airing in May as the first year of the show comes to a close. The effort is, of course, to reach the hard-to reach-younger demo and leverage the booming use of the cell phone as the central media device for consuming content.
The Wall Street Journal writes, “‘Prison Break: Proof of Innocence’ wasn’t written by the same people who work on the regular series, and the mobisodes won’t feature actors from the show, although the original producers have veto power over anything. The series introduces the character of Amber McCall and follows her path to exonerate her friend L.J., who has disappeared after being framed for murder. In the regular series, L.J. is the son of one of the lead characters. Amber will be played by actress Mandell Maughan; Fox says this is her first professional acting credit.”
