This document discusses the University of Michigan's use of the hashtag #GoBlue on social media to promote its football spring game. It implemented a fan contest using #GoBlue that engaged over 1,000 fans. Analytics showed the hashtag reached over 16 million people and had a positive sentiment. The initiative increased TV viewership of the spring game broadcast on BTN and received media coverage. Moving forward, Michigan plans to continue developing the #GoBlue ecosystem and leveraging influencers to build long-term fan engagement.