Cheez-It recreates college football experience with animatronic cheese wheels


  • Kellogg treats brand name Cheez-It looks to bring the in-stadium experience to homebound college football fans by installing animatronic cheese wheels at the end zones of Camping World Arena, host of the 2020 Cheez-It Bowl on Dec. 29, a press release announced.
  • Those interested in attending the game in Orlando, Florida by cheese-wheel proxy can develop a customized avatar on that has a possibility to appear as among the “Wheel Live Fans” animatronics. The mechanical stand-ins influenced by fan styles will leap, dance, and spin in place based upon tips offered by Twitter followers on video game day.
  • Participants can tune into ESPN’s live broadcast of the video game to see if their cheese wheel made it. For Cheez-It, the activation progresses a title sponsorship strategy that has handled brand-new safety considerations as lots of fans can’t attend games in-person due to the coronavirus pandemic.


Cheez-It looks to up its game in accommodating college football fans who can’t participate in the brand’s namesake bowl later this month due to the COVID-19 health crisis. While Camping World Arena prepares to enable restricted attendance on Dec. 29, many individuals will miss out out on viewing the match in-person and could invite tools for re-creating the experience.

The “Wheel Live Fans” activation enables Cheez-It to put its brand name front-and-center throughout the ESPN live broadcast of the 2020 Cheez-It Bowl while guiding people to engage with the animatronics on social networks and guide how the “Wheel Live Fans” react to game developments. Cheez-It will promote customized hashtags to share on Twitter after the participating teams are settled.

The strategy reveals the Kellogg-owned treat marketer connecting mobile and digital channels with an odd reality specific to sports viewing under the pandemic. Cardboard cut-outs of fans or packed animals have become common sights at video games that can’t seat real people, but Cheez-It is seeking to include another layer of interactivity to the idea with cheese wheels based on customized avatars. The brand highlights cheese wheels in its marketing and has appeared frequently during advertisement breaks around the current college football season to strengthen familiarity with the principle.

Users interested in producing a customized cheese wheel can pick from a variety of headwear, hairdo, eyeglasses, facial hair, lips, and neckwear through a tool on Cheez-It’s website, in addition, to review assistance on how to share their productions on social networks. While Cheez-It decreased to share exactly how numerous wheels will appear on video game day, the press release indicates hundreds will be set up in the arena goal.

Cheez-It has attempted to gussy up the stadium-going experience before to capitalize on its title sponsorship of the Cheez-It Bowl. Last year, the brand partnered with ex-pro football punter Pat McAfee, who worked as a host of two-story box seats based upon actual boxes of Cheez-It crackers.

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