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How could we make the Cheez-It Bowl stand out and become known as the most ridiculously enjoyable college bowl game during a packed bowl season? By introducing Prince Cheddward, the cheese-loving heir to a century-old, 100% real cheese empire
Along with his memorable stadium entrance, we offered the brand's first-ever Bowl Game NIL deal, inviting players to stay in Prince Cheddward's Cheez-It Hotel Suite the night before the big game.
Result - Over 1 Billion Impressions, with Prince Cheddward even trending on Twitter during the game. (#26)