The college football world quickly fell in love with the Pop-Tarts Bowl mascot Thursday, and then hours later mourned its death when it was devoured by Kansas State in a scrumptious postgame ceremony.
The mascot continued to make the rounds on the internet Friday, earning the toaster pastry brand a lucrative return on its investment in sponsoring the bowl game.
The Pop-Tarts Bowl generated $12.1 million in media exposure for its parent company, Kellanova, according to Apex Marketing Group. That includes generating brand value from social media, digital news, TV and radio exposure from the game.
