It isn't a gimmick as in trying to sell tickets or get the crowd into it...it is fun. For years and years schools have done things like this to make it even more fun. Painting your face, going topless (hot girls only please), spelling something out on your chest with your friends, holding up signs with a big group or even pranking others. https://www.youtube.com/watch?v=T4kai4FL0MQ
I mean...this is not a big deal in the sense that it is "bad" or "wrong"...it is fun, college games are fun, this is not super serious stuff. Good gravy and cream cheese people...fans show up in gorilla costumes!