CBSUPDATE: Stillwater police later confirmed that a fourth person, a young boy, died later at a hospital from his injuries. Authorities also raised the overall number of those injured to 44.
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A truly horrible thing happened on what was supposed to be a day of pride and celebration for Oklahoma State University.
Three people were killed and at least 27 more reported injured after a vehicle ran into the crowd during OSU's homecoming parade Saturday in Stillwater, Okla.
A 25-year-old woman has been arrested on suspicion of driving under the influence, according to CNN and other reports.
#StillwaterStrong immediately started trending on Twitter and college football teams all over the country took moments out of their scheduled games to pay tribute to the victims.
"Oklahoma State University is devastated by today's tragedy and extends its thoughts and prayers to the families of those who perished or were injured," read a statement on the school's website.
"We are shocked and heartbroken by this horrible tragedy. The Oklahoma State University Homecoming parade is the most wholesome of events and to have it marred in such a way is incomprehensible.
We appreciate the rapid response and work of all emergency personnel. The OSU family will remember those affected by this tragedy."
"The Cowboy Family is with those affected by today's tragic events. #StillwaterStrong #okstate," read a statement on Oklahoma State's Twitter account, which also provided contact information for those wanting to know more about where the injured were being treated.
Oklahoma State did go on with its homecoming game against Kansas as scheduled, the teams observing an emotional moment of silence before kickoff and OSU players joining together for its usual prayer circle that meant so much more than usual today.
Intrastate rival the University of Oklahoma also observed a moment of silence before kickoff against Texas Tech this morning.
Fellow teams, OSU alumns, college football fans and many more who are mourning the tragedy have been paying their respects via social media all day.