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Toyota, Lexus to Drive ESPN MNF Promo

Toyota Motor Sales USA Inc., its Lexus division and ESPN have written a game plan for an integrated multiplatform promotion for Monday Night Football during the 2006-07 National Football League season.

Under the agreement, terms of which were not disclosed, Lexus (nine) and Toyota (eight) will split halftime-show sponsorship, which will include association with audio mentions, opening and closing graphics, plus inclusion in information found in ESPN-The Magazine, ESPN Radio, ESPN.com (espn.go.com) and the network’s signature series, SportsCenter.

Additionally, each brand will offer promotions via ESPN.com called “The Lexus Perfect Play” and “Monday Night Surround presented by Toyota.”

The former will offer fans the opportunity to vote on a microsite for their favorite play from Sunday’s round of football games as determined by an ESPN panel, while the latter will serve as the forum for that top play (On weeks when Toyota is the halftime sponsor, ESPN.com will reveal the winning play).

Those who cast votes have the opportunity to win “The Perfect Fan Experience,” a weekly three-day/two-night trip to New York and the ESPN studios in Bristol, Conn., during the season.