It looks like the only way to make Iowa fan (and, presumably, the football team) care about "ISU's Super Bowl" is to play the gimmick card.
At least ISU saves its gimmick games for B12 opponents that might have more talent than ISU.
I guess ISU should be flattered. "We're worthy of a gimmick! We're worthy! We're worthy!"
h/t Clone Chronicles et al.