Combine cake mix, 1 cup of the flour and yeast. Add water; beat on medium speed 2 minutes. Change to dough hook attachment and stir in enough remaining flour to form a soft dough (dough will be sticky). Place in a greased bowl, turning once to grease the top. Cover and let rise in a warm place until doubled, about 1 1/2 hours.
Combine the brown sugar and cinnamon in a bowl.
Grease a 9x13 inch baking dish with cooking spray or butter.
Roll the dough out on a lightly floured surface, until it is approximately 16 inches long by 12 inches wide. It should be approximately 1/4 inch in thickness.
Spread the 1/3 cup of butter evenly over the dough, then sprinkle with the sugar evenly over the surface of the dough.
Working carefully, from the long edge, roll the dough down to the bottom edge.
Cut the dough into 1 1/2 inch slices, and place in a lightly greased baking pan. You can also use floss to cut into slices, as seen in the video. Place the cut rolls in the prepared pan. Cover with a clean kitchen towel or plastic wrap and let them rise for another 30 minutes, or until doubled in size.
Preheat oven to 350 degrees.
Place the baking pan in the oven and bake for 20 minutes or until golden brown. Cooking time can vary greatly!
While the rolls are baking make the icing by mixing all the icing ingredients and beat well with an electric mixer until fluffy and smooth.
When the rolls are done, spread generously with icing.