NBC is going back to high school to tubthump its new teen football skein “Friday Night Lights.”
Marketing campaign, a partnership with Toyota, will target high school students in 50 football-centric communities around the country.
Local NBC affiliates will participate in the campaign, called “Toyota Presents ‘Friday Night Lights’ Hometown Sweepstakes.” It includes free screenings of the show in local movie theaters and cash prizes.
One high school football team will be selected to receive a $50,000 contribution from Toyota to improve its facilities; four runners-up will draw $25,000 contributions.
One student and five friends will be selected to fly to Austin, Texas, to appear in an episode of the show.
Winners will be drawn randomly from registrants at NBC.com.
Winning teams will get promos within the first season of the skein.