Over the years, as Heisman Trophy campaigns came to resemble political campaigns, universities took a more active role in extolling the virtues of their contenders. Tactics included mailing neckties to voters (Brigham Young for Ty Detmer), paying for a towering billboard in Times Square (Oregon for Joey Harrington) and sending binoculars (Rutgers for Ray Rice) that urged voters to “See Ray Run.”

This season, Texas A&M and Johnny Manziel took a subtler approach, in part because Manziel surged only recently into contention. Texas A&M’s method lacks what would seem to be an essential element: an actual campaign. In this era of advertisement, where universities build platforms and solicit votes for players, this is a rare strategy. Less “look at me.” More “look at me — if you feel like it.”

Manziel’s Heisman noncampaign also lacks what would seem to be an essential voice: Manziel’s. Because he is a freshman, Texas A&M does not allow him to speak to the news media. He speaks to the public only in person or on Twitter. No interviews. Only mystery, wrapped in a homespun narrative.

“There’s a tremendous appetite among this fan base to see billboards and blimps,” said Jason Cook, Texas A&M’s vice president of marketing and communications. “But if you watch ESPN, if you look at Twitter, if you read what the media is writing about, the buzz is already there.”