Photo: Wikimedia Creative Commons
College football bowl games are known for their energy, fandom and traditions, but the Pop-Tarts Bowl has set a new standard for brand engagement. With its unconventional marketing tactics, this game has not only captured social media buzz but also demonstrated how a brand can steal the show on one of sports’ biggest stages. Here is how Pop-Tarts turned a football game into a viral sensation in just two years.
A Bowl Game with a Storied Past
Though the Pop-Tarts Bowl debuted under its current name in 2023, the game has a rich history dating back to 1990. Originally known as the Blockbuster Bowl, it has undergone numerous rebrandings over the decades, reflecting different title sponsors. It has been called the CarQuest Bowl, MicronPC Bowl, Champs Sports Bowl and Camping World Bowl, among others. Each iteration brought a unique flair, but none managed to achieve the viral fame that Pop-Tarts delivered starting in 2023.
Pop-Tarts Bowl Phenomenon (2023-Present)
In 2023, the Pop-Tarts Bowl made its debut and immediately became a marketing goldmine. By leaning into the quirkiness of their brand and the excitement of college football, Pop-Tarts embraced offbeat promotions to create a cultural moment. In just two years, the Pop-Tarts Bowl has become a social media darling and an unforgettable addition to college football bowl season.
Offbeat Tactics That Stole the Show
The Edible Mascot
Pop-Tarts did not just sponsor the bowl, they became the star of the event. Their mascot, a giant frosted Pop-Tart, was not just there for photos. In a stroke of genius, they made it edible. Yes, attendees in both 2023 and 2024 had the chance to taste pieces of the mascot post-game, a stunt that flooded social media with memes, videos and endless chatter. This tactic blurred the line between entertainment and product placement, making Pop-Tarts the highlight of the day.
Social Media-Driven Campaigns
In both years, Pop-Tarts launched pre-game social media blitzes encouraging fans to share their “craziest Pop-Tarts creations” using branded hashtags. The campaign generated thousands of posts, creating organic engagement. On game day, fan-submitted content was featured on stadium screens, fostering a sense of connection with the audience.
Unexpected Partnerships
Pop-Tarts collaborated with influencers, college football personalities and local food trucks to create exclusive Pop-Tarts-inspired dishes at the stadium. These efforts brought the brand to life, making it not just a sponsor but a central part of the gameday experience.
Social Media Impact
In just two years, the hashtag #PopTartsBowl has consistently trended nationwide, outperforming some playoff games in terms of engagement. Twitter, Instagram and TikTok are flooded with content featuring the mascot, fan reactions and edible gimmicks. Pop-Tarts embraces the chaos, responding to posts with humor and sharing user-generated content, extending their reach.
Why It Worked
- Bold Creativity: Pop-Tarts leaned into absurdity, creating moments that fans could not ignore. Their willingness to break the mold resonated in an era where authenticity and entertainment drive consumer attention.
- Interactive Engagement: Instead of simply sponsoring the event, Pop-Tarts involved the audience at every level. Fans were not just spectators, they became part of the story.
- Strategic Timing: The Pop-Tarts Bowl occurs during peak college football season when fan enthusiasm and social media activity are at their highest. The timing amplified its impact.
Key Takeaways for Marketers
- Think Beyond Traditional Sponsorships: Do not just attach your brand to an event. Instead, become an integral part of the experience.
- Leverage Social Media as a Catalyst: Engage audiences with interactive campaigns that encourage participation.
- Create Shareable Moments: Quirky, unexpected tactics drive conversations online. Be memorable and bold.
The Pop-Tarts Bowl is a masterclass in turning a sponsorship into a viral marketing phenomenon. By embracing their playful image and prioritizing fan engagement, Pop-Tarts has proven in just two years that bold, unconventional tactics can yield massive results.
Resolution Promotions is in no way affiliated with Pop-Tarts, the Pop-Tarts Bowl or its subsidiary partners. This blog post is simply a review from a business and marketing perspective.
