Behind The Scenes

Your lucky Tweet incorporating #NissanHeismanHouse could net you a role in Nissan/ESPN campaign


Imagine meeting football icons such as Archie Griffin, Tim Brown, Marcus Allen and Robert Griffin III.

Now imagine co-starring with them and several other former college football stars as part of Nissan Heisman House, the ongoing campaign featured across ESPN and created in concert with Nissan USA, TBWA\Chiat\Day Los Angeles and OMD.

The virally designed sweepstakes launched Jan. 1 and gives fans a chance to enter a contest that grants the grand prize winner a role in next season’s installment of the “Heisman House” campaign. Fans have been encouraged to create original tweets incorporating #NissanHeismanHouse as well as retweet from the Twitter handles @NissanUSA and @ESPNPromotions as a means of entering the contest.

After the Notre Dame-Alabama duel for the Discover BCS National Championship ends (8:30 p.m. ET, ESPN, ESPN Deportes, ESPN Radio & ESPN 3D), a winning Heisman House contest entrant will be chosen at random and be notified via Twitter.

Notre Dame alum Brown — the 1987 Heisman Trophy winner who co-stars with ESPN analyst Desmond Howard in the new Heisman House custom spot seen above — is looking forward to the campaign’s third season.

In the spot above, the Heisman winners are shooting the breeze when they’re interrupted by an eavesdropping fan, or “Random Guy.”
That’s the gist of the three ads that will run during the BCS Bowls on ESPN platforms, including one that will debut on Monday. That concept fuels the idea behind the 2013-14 Heisman House campaign.

“The Heisman House campaign had been wildly popular all season long — as well as last year — so we wanted to capitalize on the importance of Bowl Season,” said Ned Winner, Senior Writer/Producer, ESPN CreativeWorks.

“While conceptualizing ideas with the client, they asked for ways we could extend fan involvement within the executions, so we added this level of participation to help lend a sense of occasion to these spots.”

How will the winning fan — or Random Guy or Gal — be included in next season’s Heisman House?

“You’ll notice in the BCS Heisman spots that Random Guy plays an integral role. He’s kind of a freeloader, but feels right at home hanging out with the guys,” Winner said.

“Nothing is definite, but we imagine that the fan will have a similar attitude next year. Basically, the fan will be experiencing a sports lovers’ ultimate dream come true.”

The 2012 Trophy winner, Texas A&M quarterback Johnny Manziel or “Johnny Football,” still has plenty of college eligibility left so he won’t be part of next season’s Heisman House.

The man or woman who joins the Heisman House fraternity as the winning fan can expect plenty of company — 15 Trophy winners have participated, plus Texas mascot Bevo — and some sort of special welcome.

Witness what RGIII and Matt Leinart have “endured.”

The winning fan will “have to be strong-willed” and is going “to get ribbed a lot,” said Brown, chuckling. “It’s going to be a real tough room.”

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