Instead of painting the usual, plain old "Mississippi State" in the end zone, the university has replaced the school name with "#HailState" in white lettering with a maroon background. "Hail State" is the school fight song and a common cheer. The "#" signifies a hashtag used on Twitter to categorize a multitude of tweets on a subject under a single heading.
Chances are Mississippi State is going to use #HailState at the end of every tweet pertaining to this weekend's game, and ask fans to do the same in an effort to pack as much information, observations, pictures and probably more than a little trash talk in one place. (No truth to the rumor that Ole Miss' sideline will read "LMAO.")
It's all very 2011, and might be something that catches on as social media continues its rise to media dominance.