#GOBLUE to be painted on Michigan Stadium turf for spring game

"Our goal is to challenge the status quo and to create innovative ideas that speak to our fans," Michigan director of digital marketing Jordan Maleh said in a statement. "This initiative will help our athletic department use technology as a competitive advantage to engage and connect to fans, build brand loyalty, grow the digital audience and monitor and listen to what is being said through the digital engagement cycle."

According to Michigan's release, Saturday will mark the second time a college football program has painted a hashtag on its playing surface. Mississippi State painted "#HAILSTATE" in an end zone last fall for a game against rival Mississippi.

The school says painting the hashtag will give it an opportunity to gain exposure inside the stadium and inside the world of social media during the game, which will air live on the Big Ten Network.

Additionally, Michigan will host a "#GOBLUE contest" beginning Wednesday. To enter, fans must follow the football program's official Twitter account (twitter.com/umichfootball) and send a tweet reply to the @umichfootball account featuring the hashtag "#GOBLUE."

Winners of the contest, which runs through Friday, have a chance to win one of 10 VIP seats to the 2012 spring game, one of four scoreboard messages during the game, two tickets to the Michigan-Michigan State game on Oct. 20 at Michigan Stadium or one of two $50 M Den gift cards.

For more information, visit MGoBlue.com.