For the third straight year, GMC will be creating a micro-site in conjunction with the NFL to promote its cars to web-savvy consumers, reports ClickZ.

The Pro Grade Challenge will be promoted online as well as via TV advertising, which direct viewers back to a micro-site hosted on GMC.com. Once there football enthusiasts can vote on the Defensive Player of the Week, watch video highlights and play trivia games.

The campaign was previously hosted on ESPN's website, and while GMC is still partnering with ESPN for the promotion, the decision was made to bring it in-house to invite the audience closer to the brand.

Three GMC models will be given special treatment on the micro-site, and all will be part of the experience, introducing themselves to visitors as if they were players in a game. The emphasis on creating a fully experiential site is a recognition by GMC that traditional advertising is lessening in effectiveness and new outreach needs to be tried.