CBS released a new promo Monday merging the teasers for Hawaii Five-O  and its college football opener, University of Hawaii vs. No. 24 USC.

This is the first time the network is attempting anything of this sort, by showcasing its Friday night lineup while helping each program feed off of the popularity of the other. In doing so they are specifically touting an entertainment series and sporting event at the same time.

"Our marketing goal is to create network awareness and drive tune-in," said Kelly Dunne, senior vice president of CBS Sports marketing. "That goal becomes easier each year as we continue to add compelling live programming and showcase some of the nation's best teams."

The cross promo has been produced in-house by Brian Konieczko. It goes back and forth between shots of Hawaii Five-0 and footage of the sporting event with text serving as a segue: "The Aloha State...where warriors protect their home turf."

Viewers see the Rainbow Warriors football action cut to a member of the H50 team tackling a criminal. The clip concludes with the line "winning means everything," which is followed by H50's star Scott Caan and the Hawaii quarterback coming into the same frame.

The University of Hawaii versus No. 24 USC will air on Aug. 29 at 11 p.m. (ET) on CBS.

The last promo teaser for season 4 of Hawaii Five-O shines the spotlight on Chi McBride, who joins the cast this season. Season 4 will include a number of guest stars, such as Melanie Griffith and Nick Jonas. Griffith will be playing the role of Detective Danny "Danno" Williams' (Scott Caan) mother. Other guest stars include Rumer Willis, Terry O'Quinn, Carol Burnett, Jorge Garcia, Henry Ian Cusick and Rebecca DeMornay.

Season 4 of Hawaii Five-0 premieres on CBS on Friday, Sept. 27.

Watch the promo: