Even though no major promotion can really be done until we can an official invite, the planning on how the efforts should be made should have been started weeks ago. Any and all necessary departments (Athletics, Public Relations, UPC, SGA, Alumni, etc.) should be meeting to plan on how they are going to promote crap out of the bowl game. They need to have a plan of attack in place so once its official, they can hit the ground running!
For campus and current students - major signs all over campus, in the school newspaper, emails blasts to students and faculty, teachers promoting it in classes, athletes mentioning it in class, etc.
Off campus - TV commercials, radio commercials, email blasts to alumni, sponsors, donors, etc, ads in all the local newspapers, billboards, and much more.