Warner Bros. Television Group, The CW and Toyota have teamed for a marketing campaign for the TV series Smallville, featuring the Toyota Yaris and exclusive digital content from DC Comics. 

 

The 'Smallville Legends: Justice and Doom' campaign launched April 19th and will run through the season finale on  May 17th.   During the episodes, which air Thursdays at 8:00 p.m. ET/PT, The CW will run several two-minute 'content wraps' (advertising that tells a mini-story related to the show's content) featuring the Yaris and produced by DC Comics. The ads will send viewers to an online game site where players face five challenges related to the last five episodes of the season.

 

According to the companies, this is the first transmedia campaign of this type bringing together a TV show, custom advertising, an interactive online component, a 'cross-carrier mobile campaign,' folks handing out game clues in selected markets, and a national sweepstakes (for the chance to win a Toyota Yaris).