In the first of its kind ever, Toyota: Yaris has launched the first ad-supported original mobile phone video series named "Prison Break: Proof of Innocence," a mobile phone series of 26 episodes available only via mobile and Toyota.com. A spin-off of the number one Fox show Prison Break (in the US), each two-minute "mobisode" is preceded by a 10-second animation featuring the Yaris in a classic "spy vs. spy" setup. Each Yaris outdoes the other one in a cheeky and smart fashion – all speaking the language of our target youth audience.

Two-minute Prison Break Mobisodes produced by FOX, and accompanied by a Yaris: 10 ad, were rolled out onto Sprint TV-enabled phones. There were a total of 26 unique Mobisodes and 8 different Yaris ads. The Mobisodes were also rolled out online at toyota.com/prisonbreak and will be distributed on 40,000 DVDs as a gift-with-purchase when buying Season One of Prison Break at Best Buy stores around the U.S.