Nissan is giving fans a glimpse behind the scenes of its annual “Heisman House,” a fictional place where former college football trophy winners spend their days during the college football season. 

A series of television spots take a reality show-esque approach, where players speak directly to the camera, “confessional” style, intercut with the goings on inside the house. In one spot, for instance, 1997 Heisman winner Charles Woodson wonders if he is missing out because his college team, the University of Michigan, does not have a mascot. He learns why after he gets a live Wolverine shipped to his home. A second spot shows 2007 winner Tim Tebow going over the top to help his fellow housemates. A variety of the spots depict advanced features, such as automatic parking, of Nissan vehicles. 

“There’s no better way to open the new college football season than inviting fans to join us at the Nissan Heisman House,” said Marisstella Marinkovic, vice president and chief marketing officer of Nissan U.S., in a statement. “In addition to all the hijinks with the Heisman winners, we’re expanding the Heisman House excitement with digital collaborations to bring fans closer to the action.”

Beyond the television campaign, Nissan is partnering with real-estate company Zillow to list the Heisman House property on its platform. Through the collaboration, fans can take a virtual tour of the house, browse photos and learn other details about the dwelling. Nissan is also working with social media influencer Caleb Simpson, who is known for his tours of real people’s homes and apartments, to take viewers around the house. 

The brand is also bringing back its Nissan Heisman House Tour, in which a replica of the house travels to college campuses on big game days. Through the tour, fans can explore the house, pose with the Heisman trophy and meet college football legends. 

Online, Nissan has created a virtual version of the Heisman House, where fans can interact with athletes from the campaign, test their college football knowledge and compete for Heisman-themed prizes. The brand is also offering fans an all-access NFT, which will unlock exclusive content, experiences and even tickets to the games. The NFT is free and will be available online and at the on-site activations.