Cheez-It Threez-It
Turning Every Three-Pointer Into A Retail Activation
When the Indiana Fever got hot from beyond the arc, Cheez-It transformed in-game excitement into measurable consumer engagement and retail sales.
When the Indiana Fever got hot from beyond the arc, Cheez-It transformed in-game excitement into measurable consumer engagement and retail sales.
Cheez-It wanted to extend its sports sponsorship investment beyond traditional awareness and create a direct connection between live game moments and product trial in the local market.
When the Indiana Fever reached a predetermined three-point milestone, fans could instantly claim a free Cheez-It offer through a secure mobile experience.
A live sports trigger became a controlled mobile journey with retail value at the end.
TPG designed and operated the complete activation, including microsite development, hosting, mobile verification, geofencing controls, reward delivery, and promotion integrity safeguards.
Highly visual, local, and built around a moment fans already cared about.
This activation demonstrates how brands can transform sponsorship investments into measurable consumer action. By connecting real-world events to immediate rewards, Cheez-It moved fans from the arena to the store.
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