The biggest event on campus (outside of graduation) is when Oswego hosts our archrivals Plattsburgh in men’s hockey. Oswego was ranked #1 in the country coming into the weekend; Plattsburgh #4. Posts on our Facebook page on the topic often earn more than 100 likes, comments on past contests and “Go Lakers!” cheers, so it’s a good time to promote a hashtag. With our usual constraints (zero budget, staffing of just me and any available interns), we picked up the banner of #ozwhiteout and ran with it.
Quick take (if you don’t want to read the whole Storify below): We were able to get the support of student TV station WTOP early, which was big. What worked best for our main Twitter outlet, @sunyoswego, was posting quality content — video, photos, score updates — others were likely to retweet. We drew a prediction from one of our most famous alums, ESPN’s Steve Levy, into the stream. And a quick raw video I hurriedly shot, edited and uploaded to our YouTube channel picked up hundreds of hits almost instantaneously. Oh, and Oswego won 3-0. Go Lakers!
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Promotion of the hashtag started early, as I reached out to WTOP Sports Editor Justin Andrews, who took my class last semester.
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“@TimNekritz noted for this weekend. #ozwhiteout will be the official @wtop10 tag for the game.
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Once WTOP was on board, and with the @sunyoswego account putting out regular content — often retweeted — the hashtag was up and running.
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“The campus is abuzz over tomorrow night’s #ozwhiteout game between Oswego, #1 in the nation, and Plattsburgh, #4 nationally. Go Lakers!
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“RT @sunyoswego: The campus is abuzz over tomorrow night’s #ozwhiteout game between Oswego, #1 in the nation, and Plattsburgh, #4 nationally. Go Lakers!
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“First of all thank you @TimNekritz for letting/creating the official #ozwhiteout hash tag. Now T minus 20 hours till game time.
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“It’s the final countdown! #1 @sunyoswego Lakers vs. #4 Plattsburg Cardinals! Puck drops tonight at 7pm #whiteoutweekend #ozwhiteout #getsome
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Then a fan asked for a prediction from ESPN’s Steve Levy, one of our most famous alumni.
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“@espnSteveLevy can we get your prediction for the big Oswego v. Plattsburgh #whiteout game tongiht? #golakers
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Steve responded, full of Laker pride.
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“Either 9-0 or 4-2, OZ wins either way RT @TheBillReese: can we get your prediction for Oswego/Plattsburgh #whiteout game tongiht? #golakers”
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Of course we’re going to share it, adding a hashtag to pull it into the conversation.
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“🙂 RT @espnSteveLevy: Either 9-0 or 4-2, OZ wins either way RT @TheBillReese: can we get prediction for Oswego/Plattsburgh game? #ozwhiteout
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Yet more alums chime in, including one with an interesting story.
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Thanks to a tip from prominent alum/Laker fan Lou Borrelli, I received word the line for admission (slated to start at 4; it went a bit early) was hitting critical mass, even tho doors weren’t slated to open until 5:45. I walked the line and took a quick raw video, which I quickly ran through iMovie (for a title) and posted to our YouTube page.
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Which we then posted (and saw many folks share).
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“Quick video look at students lined up for the #ozwhiteout game … this line will get much longer! youtu.be/j2AiD4vpjow
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Even Mother Nature wanted in on the action …
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“Just started snowing.. maybe it really will be an #ozwhiteout ??
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“Off to Oswego for the white out hockey game and see my brother @jandrews89 #ozwhiteout
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Fans even provided their own photos on the tag … the line is getting really long at this point.
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And I received a photo contribution from a dean! Dean Fritz Messere of the School of Communication, Media and the Arts, to be exact.
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http://yfrog.com/kiiasaqj Dean Messere sent along this photo of the first students in line for the #ozwhiteout. -
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“White out game! Let’s go #oswego #ozwhiteout with my favorites @ericasuzan24 #Sam
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“Oh, just #1 and #4 in the country, Oswego vs. Plattsburgh, sold out. NBD. #ozwhiteout (@ Campus Center Arena) 4sq.com/yUKlep
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During the game, we provided scoring updates, sometimes reposted by official media! And fans contributed their perspectives.
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“First goal of that game is a slap shot by Oswego’s #28 Jesse McConney from #21 Tyler Leimbrock! Way to go Lakers! #ozwhiteout
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“Lakers still lead 2-0 after 2 but will start the 3rd at a 5-on-3 disadvantage. #ozwhiteout
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“This is uncomfortable. RT @sunyoswego: Lakers still lead 2-0 after 2 but will start the 3rd at a 5-on-3 disadvantage. #ozwhiteout
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New media professor Gary Ritzenthaler chipped in his view … literally.
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Nice view! RT @gritz99: Seats right on the ice for #ozwhiteout game! Go Lakers! http://yfrog.com/esd9ladj -
“Chris Ayotte’s one timer puts Oswego up 3-0 over Plattsburgh! 12:00 to go! #ozwhiteout #LetsGoLakers
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And, at last, tales of victory rang throughout the land.
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“Oswego hangs on for the 3-0 win! Lakers are your SUNYAC regular-season champs! #ozwhiteout
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“RT @sunyoswego: Oswego hangs on for the 3-0 win! Lakers are your SUNYAC regular-season champs! #ozwhiteout
