Cheez-It and Smart Car Team Up at ESPN College Gameday

Fans of Cheez-It crackers are rabid lovers. So with rather than cover a car with a branded cling at College Gameday, the Cheez-It team covered an entire car with real crackers. The combined effort of a promoted Tweet, time-lapsed Vine video and drive around Northwestern University, Cheez-It gained over 500 new followers as well as numerous photos posted to Instagram by surprised fans.

Cheez-It Smart Car

Why I’m Curious

This idea was brilliantly executed, and matches the absurd dedication their fans have. Because this took place in the real world is even better because the absurdity begged for tons of earned media from photo opts.

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