Toyota is going mobile-- but in a new direction. The automaker is set to announce a groundbreaking deal with Fox television involving the network's drama "Prison Break." Product placement is nothing new, for Toyota or just about any other manufacturer. But the Japanese manufacturer has signed on take part in a spinoff series that will be available on mobile phones, bypassing traditional broadcast and cable outlets.

The phonecast series, to be called "Prison Break: Proof Of Innocence" will be just two-minutes long, and will run ten second spots featuring Toyota's products (the Yaris will be the first such model featured).

Although terms of the deal were not made available, estimates put the agreement at about $10 million.

What do you think about the growth of alternative marketing and paid product placement in films, television, and elsewhere? Sound off in 'Comments.'

[Sources: Wall Street Journal; GenerationMP3]



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