During the 2012 College World Series, USC had an unofficial mascot: Reptar the Fish.
We started a Twitter account for the fish that ended up garnering 3,200 followers. We created the "Fear the Fish" brand that was the profile picture of many Gamecock fans during the series.
On a note of personal victory, Orel Hershiser made a misstatement on the air, and our tweet pointed out his error. A few minutes later, he came on the air and said: "I saw a fish on Twitter was correcting me" and went on to correct his statement. It was awesome.