Lexus Division's sponsorship of the 2005 U.S. Open tennis tournament in New York included daily podcasts that promoted the company's luxury vehicles.
The podcasts, hosted by tennis commentator Barry MacKay, featured interviews with players in the tournament and other tennis celebrities. The programs also were available at lexus.com.
Lexus paid the guests who appeared on the podcasts, says Deborah Wahl Meyer, the company's vice president of marketing. She would not disclose those fees.
In addition to discussing tennis during the podcasts, many of the guests talked about the Lexus courtesy vehicles they drove during the tournament, Meyer says.
The podcasts provided links that enabled listeners to get information about Lexus models and dealerships and schedule test drives.