"There will be local, regional, and national media relations," said Scott Novak, VP of communications for Sports Illustrated. "We'll partner with local and regional radio stations, certainly be buzzing on our Twitter feeds and Facebook and all of our social communications applications, either on site or in advance of [the tour]."
This is the third year the companies have teamed up for a tour, but this year, the celebration is all about the 75th anniversary of the Heisman Trophy. The trophy will be a part of the tour, allowing fans to take pictures with it, compete in Heisman trivia games, and meet with past Heisman winners.
"Anytime you bring that onto a game site, you bring crowds, you bring energy, you bring PR," said J. Schaffer, brand integration manager for Nissan.
The automaker is working with AOR Zócalo Group, in partnership with Emanate and freelance PR consultant Susan Storey on the effort. The team will incorporate Nissan products into the events, and also plans to conduct blogger outreach to consumer and automotive blogs.
Darryll Harrison, manager for Nissan product PR, said Nissan's focus is to "try to integrate products in an organic way with consumers."
Sports Illustrated did not work with an agency on the effort.