Toyota is capitalizing on the average 20 million viewers who have been tuning in to NBC’s Sunday Night Football and its sponsorship of the program’s halftime show with a branded feature that highlights the sometimes crazy traditions of top high-school football programs around the country.
The feature, called Jon & J.J. The Line of Scrimmage, broke yesterday and will run for 14 weeks to promote the brand’s Tundra pickup truck. The less than 60-second clip is hosted by two college students who are high-school football fanatics and wannabe broadcasters actually named Jon and J.J.
The two crisscross the country, armed with a camera, to produce two pieces from each of seven high schools they visit along the way. The team writes, directs and host the spots from the tailgate of their Toyota Tundra pickup, which serves as an impromptu set. One feature focuses on the high-school football team and an important game during the season, while the other focuses on its traditions.
“We’re capitalizing on the popularity of high-school football,” said Cindy Knight, Toyota spokesperson. “We’re intent on going where our potential customers are and engaging in things that they’re passionate about.”
In one Ohio town, “I’ve heard that every male child gets a rubber football placed in his crib to make sure he understands that football is important,” Knight said, citing an example of the kind of football traditions viewers can expect to be featured.
Apart from NBC (which began airing Sunday night football last month), the clips will live on Toyota.com’s Web site, SportsIllustrated.com, MySpace.com and the Web site of NBC’s TV show Friday Night Lights.
“We’re not just sharing an ad or showing a banner,” Knight said. “We’re making the brand come alive and that’s a strategy you’ll see across our product line.”
The Los Angeles office of Saatchi & Saatchi handles creative components for Torrance, CA-based Toyota.
In May, the automaker became the official sponsor of NBC’s Sunday Night Football Half Time Show now called the Toyota Halftime Report. Toyota uses the sponsorship to promote its Tundra pickup truck.
Last year, non-domestic automakers spent $8.68 billion to promote their vehicles to consumers, according to TNS Media Intelligence.
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