Cheez-It has done it again. The iconic snack brand isn’t just sponsoring a college football bowl game—they’re flipping the playbook and turning fandom into something wild, weird, and downright unforgettable. Their latest campaign, Fantaseez, is all about making the most absurd college football dreams come true. And honestly? It’s genius.
Let’s dive into what makes this campaign such a standout and how it’s delivering results, not just for Cheez-It but as a marketing blueprint for anyone looking to create buzz and build deeper connections with their audience.
Turning fantasy into reality
Just imagine a fan proposes mid-game on the jumbotron with the Cheez-It mascot officiating. Or someone with a passion for broadcasting suddenly finds themselves live on the mic, calling the action at the Citrus Bowl. These aren’t just ideas—they’re actual opportunities fans can win through the Fantaseez campaign.
Cheez-It isn’t just creating ads or throwing some logos on a field; they’re inviting fans to dream big and then bringing those dreams to life. This level of interaction and personal connection takes the brand from being just another sponsor to becoming a central, memorable part of the game-day experience.
Going all-in on absurdity (and making it work)
Here’s the thing: Cheez-It isn’t afraid to get a little silly. From a mascot officiating a “Two-Minute Timeout Wedding” to appointing a Chief Fantaseez Officer (yes, that’s a real title), they’ve embraced the playful, over-the-top energy that makes their brand so distinct.
Why does this work? Because it’s fun. It’s memorable.
And it taps into the pure joy and chaos that is college football. Fans love a good laugh, and Cheez-It delivers with stunts that are just absurd enough to make headlines—and go viral on social media.
This approach isn’t just about getting attention. It’s about creating moments people want to share, whether that’s posting about their Fantaseez submission or snapping pics at the Citrus Bowl.
Turning fans into participants
What makes this advertising unique is the way it centers fans. Instead of just watching the activity, Cheez-It allows kids to participate in the activity. Fans are invited to submit their “fantaseez” on a microsite, which allows the company to make the campaign inclusive, interactive, and personal.
This is about creating a sense of excitement, expectation, and ownership—not just entries.
Fans aren’t just watching a campaign unfold—they’re helping to shape it.
And let’s not overlook the data side of things. Every submission is an opportunity for Cheez-It to learn more about their audience: what they care about, what makes them laugh, and how they want to engage with the brand.
What brands can learn from cheez-it
So, how can other brands and entrepreneurs take inspiration from Fantaseez? Here are some key lessons:
- Make it fun and memorable
Cheez-It leans into its quirky personality, and it pays off. People remember campaigns that make them smile. Don’t be afraid to let your brand’s unique voice shine, even if it means being a little silly.
- Put your audience in the spotlight
Fantaseez isn’t about Cheez-It—it’s about the fans. By making the campaign all about their dreams and experiences, Cheez-It creates a deep connection that goes far beyond traditional advertising.
- Embrace the unexpected
Weddings on the field? Mascots kicking field goals? It’s not what anyone expected, but that’s why it works. Sometimes the best ideas are the ones that feel a little out there. Don’t be afraid to take risks.
- Leverage social media and buzz
Every absurd stunt and fan story is perfect for sharing. By focusing on social-first content, Cheez-It ensures their campaign reaches far beyond the stadium. Think about how your own campaigns can spark conversations online.
- Create real engagement
A microsite, NIL partnerships, and a fan-driven contest—Cheez-It isn’t just broadcasting a message; they’re inviting fans to be part of the story. Engagement like this builds loyalty and excitement.
Why fantaseez is a win
Cheez-It’s Fantaseez campaign isn’t just clever a marketing strategy—it’s a reminder that brands can (and should) have fun with their audience. They’ve managed to rise above the noise in sports sponsorships with absurd, hilarious, and deeply personal moments.
The lesson to marketers and entrepreneurs is clear: It’s not enough to be seen—you need to be remembered. Whether that’s by making people laugh, giving them something to share, or inviting them to be part of the experience, the goal is the same—create connections that last.
Cheez-It didn’t just sponsor a football game—they turned it into a playground of unforgettable moments. From absurd on-field weddings to fans living out their wildest dreams, they made sure their campaign wasn’t just seen but felt.
This is what happens when you ditch the safe ideas and go all-in on fun, creativity, and connection. It’s bold, it’s different, and it’s the kind of marketing that gets people talking long after the final whistle. Cheez-It isn’t just playing the game—they’re rewriting the rules, one cheesy dream at a time.
FAQ’s
1. How can I make my digital marketing feel more personal?
Show the real side of your brand! Share stories, talk like a person, and connect emotionally with your audience.
2. What is H2H marketing, and why does it matter?
H2H (human-to-human) marketing is all about ditching the robotic feel and creating real, meaningful connections with your audience.
3. How can I humanize my brand online?
Be relatable! Highlight your team, engage on social media like a friend, and show your values through authentic actions.