As Jason notes, the Ivy League marketing dept. checked the Top 25/BCS schedule, and apparently got the ball rolling.
See
http://www.sportsnetwork.com/default.asp?c=sportsnetwork&page=cfoot2/misc/3rdandlong.htm
See
http://www.sportsnetwork.com/default.asp?c=sportsnetwork&page=cfoot2/misc/3rdandlong.htm