Officials in Iowa City are hoping to capitalize on the combination of the Iowa-Nebraska football game and the traditional post-Thanksgiving shopping frenzy to show off downtown.
The Iowa City Press-Citizen says city officials embarked on a marketing push around Friday's activities that included social media and advertising in the Omaha market.
George Etre, a member of the Iowa City Downtown District marketing committee, says many downtown business owners are anticipating high foot traffic on Friday.
But Etre says the overall effectiveness and impact on downtown businesses is hard to predict.
The Hawkeyes are hosting nearby Nebraska for the first time in 13 years.