Dive Brief:
- Cheez-It is bringing college football “fantaseez” to life to promote the Cheez-It Citrus Bowl, according to a press release.
- From Dec. 2-15, fans of the Kellanova brand can detail their college football fantasies via a microsite for the chance to see them brought to life at the Citrus Bowl on Dec. 31. Experiences available to winners of the contest include an on-field wedding and the opportunity to serve as a live broadcaster.
- Cheez-It is rounding out its football plans with name, image and likeness (NIL) deals and the appointment of reality star Kordell Beckham as its first Chief Fantaseez Officer, or CFO, for college football.
Dive Insight:
Cheez-It is building hype around its eponymous college football bowl by helping consumers turn their sports fantasies, like delivering a half-time pep talk or proposing on the jumbotron, into real experiences. The announcement from the Kellanova marketer follows sister brand Pop-Tarts revealing that it will again feature edible mascots at its own bowl game. Pop-Tarts last year achieved virality with a similar stunt that saw an avatar of its toaster pastries devoured by the winning team.
A focus on absurdity could help Cheez-It attract viewers to its bowl game and drive earned media chatter. From now until Dec. 15, consumers can visit a microsite to submit their “fantaseez.” Some of the opportunities consumers can win include the Two-Minute Timeout Wedding, which will allow two fans to exchange their vows on the field during the game while mascot Ched-Z officiates, and the chance to serve as a Cheez-Caster reporting live during the game.
Along with its contest, the brand also has appointed its first Chief Fantaseez Officer in Kordell Beckham, a self-proclaimed Cheez-It enthusiast and brother to Miami Dolphins player Odell Beckham Jr. As part of the appointment, the reality star will identify consumers who are “feelin’ the Cheeziest,” per release details. The brand also teased forthcoming NIL deals and the opportunity for a fan to help Ched-Z score a field goal.
The Cheez-It Citrus Bowl is slated for Dec. 31 at 3 p.m. ET on ABC. For last year’s bowl game, the marketer offered in-stadium activations that included an on-field barbershop and spa experience. The upcoming event will mark the third year the Kellanova product has sponsored the post-season game at Camping World Stadium in Orlando, Florida.
Kellanova saw a 6% year-over-year increase in organic sales and a 16.1% increase in profits in its latest quarterly earnings report. In August, Mars agreed to purchase the company for $35.9 billion.
