In a departure from years past, the NFL's marketing campaign for this season's playoffs won't originate on network TV, but online, via a website.The NFL intends to appeal to fans whose favorite teams don't make the playoffs, by creating a new website that helps them pick a team to root for in the playoffs, AdWeek reports. The "Adopt-a-Team" website is now live, and the campaign's TV spots will begin next weekend and run through the playoffs, in addition to some print and online executions.

At the flash-based site, visitors are asked a series of five questions that will determine which team they should cheer for in the playoffs. After the selection is made for the user, an explanation is given for the choice.

The Adopt-a-Team campaign is the latest nontraditional marketing initiative from the NFL. The league is also partnering with Doritos to let a fan create the snack food company's Super Bowl ad.