Dive Temporary:
- Cheez-It’s bringing faculty soccer “fantaseez” to life to advertise the Cheez-It Citrus Bowl, in line with a press launch.
- From Dec. 2-15, followers of the Kellanova model can element their faculty soccer fantasies by way of a microsite for the possibility to see them dropped at life on the Citrus Bowl on Dec. 31. Experiences accessible to winners of the competition embody an on-field marriage ceremony and the chance to function a reside broadcaster.
- Cheez-It’s rounding out its soccer plans with identify, picture and likeness (NIL) offers and the appointment of actuality star Kordell Beckham as its first Chief Fantaseez Officer, or CFO, for faculty soccer.
Dive Perception:
Cheez-It’s constructing hype round its eponymous faculty soccer bowl by serving to customers flip their sports activities fantasies, like delivering a half-time pep discuss or proposing on the jumbotron, into actual experiences. The announcement from the Kellanova marketer follows sister model Pop-Tarts revealing that it’s going to once more function edible mascots at its personal bowl sport. Pop-Tarts final yr achieved virality with an analogous stunt that noticed an avatar of its toaster pastries devoured by the successful workforce.
A give attention to absurdity may assist Cheez-It entice viewers to its bowl sport and drive earned media chatter. From now till Dec. 15, customers can go to a microsite to submit their “fantaseez.” A number of the alternatives customers can win embody the Two-Minute Timeout Wedding ceremony, which can permit two followers to change their vows on the sector through the sport whereas mascot Ched-Z officiates, and the possibility to function a Cheez-Caster reporting reside through the sport.
Together with its contest, the model additionally has appointed its first Chief Fantaseez Officer in Kordell Beckham, a self-proclaimed Cheez-It fanatic and brother to Miami Dolphins participant Odell Beckham Jr. As a part of the appointment, the fact star will determine customers who’re “feelin’ the Cheeziest,” per launch particulars. The model additionally teased forthcoming NIL offers and the chance for a fan to assist Ched-Z rating a discipline aim.
The Cheez-It Citrus Bowl is slated for Dec. 31 at 3 p.m. ET on ABC. For final yr’s bowl sport, the marketer provided in-stadium activations that included an on-field barbershop and spa expertise. The upcoming occasion will mark the third yr the Kellanova product has sponsored the post-season sport at Tenting World Stadium in Orlando, Florida.
Kellanova noticed a 6% year-over-year enhance in natural gross sales and a 16.1% enhance in income in its newest quarterly earnings report. In August, Mars agreed to buy the corporate for $35.9 billion.
