The pre-game and in-game experience is key for fan and program interest.
The actual game is too much of a crap shoot to make it the focal point. Injuries and weather can play a big role in the quality of the game. No coach, and rightly so, would risk injuries to his players for the sake of an over glorified scrimmage.
But, having a good pre-game tailgate experience, fan recognition and giveaways during the game? Those are easy.
Put mics on the coaches and pipe it in to the stadium. (Maybe not for the play calls themselves but the coaching that goes on before and after.).
Have the fans pick a play for offense via twitter or text. Give three or four options and the highest tally wins. (Interesting. But how do you run a public play, which the long bomb is bound to be the most popular every time, when the Defense what's coming. I thought we were trying to get away from the Former regime's tendencies?),
Pick a couple of season ticket holders who are in attendance and give them a bump up one class in seats. Or add one or two seats to their package. Throw in a couple of upgraded parking passes for the season while they're at it. (Love this idea. They need to reserve some a few choices though. Lower is not necessarily better. If I had row 2 in Section 241 for example I would not "upgrade to row 5 in Section 138, for example.)
Pick a fan to be the PA announcer for a series or two. (Change fan to child-fan and we have a winner. Grow'em young).
Have fans videotape their tailgates and play them on the jumbotron. Give away a tailgate package. (Especially like part 2 of this one...)
The entire day ought to be part fan appreciation, part fan growth and part program promotion.