Taking team spirit to a new level: Football fans are invited to cheer on 2020 Cheez-It Bowl in ‘absurdly cheese-fuelled’ way

By Gill Hyslop contact

- Last updated on GMT

The marketing team at Kellogg's Cheez-It is not allowing the pandemic to dampen team pride at this year's Cheez-It Bowl. Pic: Kellogg Company
The marketing team at Kellogg's Cheez-It is not allowing the pandemic to dampen team pride at this year's Cheez-It Bowl. Pic: Kellogg Company

Related tags: Kellogg company, Cheez-it, coronavirus, football, 2020 Cheez-It Bowl

Kellogg’s Cheez-It is helping to revitalise the college football season in the US after a turbulent year by devising a new way to cheer on the 2020 Cheez-It Bowl.

Enter: Wheel Live fans.

On game day, Cheez-It Wheel Live fans who spin the brand’s iconic wheel of cheese will be shown on hundreds of animatronic screens installed behind both goal lines at the Camping World Stadium.

Fans are invited to build their own Cheez-It Wheel Live Fan avatar and tune in to the 2020 Cheez-It Bowl to see if their cheesy doppelganger made it into the stands.

While limited stadium seating is still available, the ‘Wheel Live Fans’ will create an energy in the stadium that is unmistakable, said the brand.

“After the success of last year’s two-story Cheez-It Box Seats, we knew we had to find a way to bring the excitement of the being in the stands of the Cheez-It Bowl to fans watching from home,”​ said Jeff Delonis, senior director of Marketing for Cheez-It.

“We also knew that cardboard cutouts and LED screens weren’t going to cut it for a bowl game like no other.

“The Cheez-It ‘Wheel Live Fans’ take team spirit to the next level and give every football fan the chance to represent themselves no matter where they’re watching.”

Showing team pride

How to turn yourself into a jumping, cheering, spinning wheel of cheese:

Design and accessorise (with hats, glasses, scarves and other regalia) your own Cheez-It Wheel Live Fan avatar on CheezIt.com.

Share your avatar on social media.

Tune into the game on Tuesday, 29 December 2020 at 5.30pm EST on ESPN to see if your personalised wheel made it into the stands.

The Cheez-It Wheel Live Fans’ movements and celebrations will be controlled via fan suggestions on Twitter. Share what you want the wheel to do using designated team hashtags, which will announced on social media shortly after the Cheez-It Bowl teams have been selected.

Don’t forget to stock up with Cheez-It – an essential part of any game day.

Related topics: Kellogg, Snacks, Manufacturers, COVID-19

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