REMINDING CONSUMERS OF THEIR LOVE FOR A BRAND.
For Cheez-It’s first title sponsorship of the Cheez-It Bowl, an NCAA football bowl game in Pheonix, Arizona, Cheez-It wanted to remind consumers of their love for the brand and create a social conversation. OBE went big (literally). We fabricated a GIANT Cheez-It bowl, toured it around the stadium and on-field during halftime and hosted a social media contest for fans to guess how many boxes of Cheez-Its were inside. How could we NOT bring a giant Cheez-It bowl to the Cheez-It Bowl?? Leading up to game, we sent street teams to the competing schools - UC Berkeley and Texas Christian University - to generate excitement for Cheez-It’s newest innovation, Cheez-It Snap’d. On game day, we swept through every surrounding bar and restaurant, distributing samples and dropping off Snap’d packs. Onsite, we engaged fans through tailgate games, share-worthy photo ops and our Cheez-It Bowl contest. The winner took home a year’s supply of Cheez-Its. We just took home our new salad bowl.
The Results: 21,780 sample packs distributed (175% of goal). 1,142 contest entries. 75 seconds of average dwell time @ giant bowl.