Agreed, it just isn't working. Now just hold off with the flaming on me, but I think we could always try the nuclear option: Jeff Johnson. Just not on the field at the game, but at the big Destination Iowa State rally at Hilton for the freshmen before class starts.
Every year a small delegation of the band goes to this thing and Jeff teaches all the cheers and traditions. The student section didn't do Cyclone Aerobics or Cowbell up until about 4 years ago. The year it started was the year it got taught at Destination Iowa State. I know, I was there. And I know it wasn't done in the previous years, I was there for those too. One year of teaching that to incoming students and off it went. Forget the stupid scoreboard.
You could also slap it on some T-Shirts. It seemed like at least when I was there, all the Destination Iowa State students got a free t-shirt with Cy on the front and the lyrics to Fights on the back. Do one with Bells, and bam, you have 5,000 copies of the alma mater lyrics walking around campus or sitting in front of you in a lecture hall for the rest of the year.
After you teach, you engage the football team. If they start coming over to the student section to sing it with the band after the games, they will join in. Students learn from other students, general fans learn from the students, and the tradition begins. And hopefully, once people have learned the song, the pregame performance of Bells can take on a little life instead of the couple minutes of momentum killing dead time that it is now.
It isn't a matter of desire or Bells being a bad song or anything. It is a matter of education. Drunk people love to sing. It is a law of nature, look it up. There are a crapload of drunk people at JTS on gameday. You just have to pound it into them when they are sober, because they won't be reading scoreboard drunk on a Saturday. If you do that, then all you have to do is play it and they will sing. Oh yes, they will Sing. How is it that you think Sweet Caroline works? Nobody breaks into that sober walking across campus on their way to class.