Toyota Motor Sales on Monday launched its youth-oriented economy car Yaris with an integrated campaign from Publicis Groupe's Saatchi & Saatchi, including 10-second "mobisodes" - video episodes on mobile devices - and interactive banner ad games, reports AdWeek. The games allow players to duel, using Yaris models. The mobisodes feature cartoonish Yaris fights and Matrix-like sets. The traditional commercials and the seven original-content mobisodes lead up to a two-minute grand finale, all created through Saatchi by London-based digital media boutique Tokyo Plastic.

Toyota's mobisode promotion is a joint effort with Fox, linking the Yaris brand with the network's new drama "Prison Break," writes MediaPost. Toyota's shorts will precede a series of 26 two-minute Fox mobisodes, titled "Prison Break: Proof of Innocence," which will also integrate the Yaris brand. The Fox mobisodes will be released to Sprint mobile subscribers up to four times a week.

"In this entire campaign, creative and media blur the line," David Murphy, president of Saatchi in Torrance, Calif., is quoted by AdWeek as saying. "Anyone who says TV is dead, hold the phone: There's your TV."

Peter Kang, director of interactive and emerging technology at Saatchi, said the Yaris launch "kick-starts Toyota's gaming strategy." The title sponsorship ("Evolution… powered by Yaris") of the Evolution Fighting Championships (a console-game fighting tournament) this summer marks Toyota's foray into tournament gaming.