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The acclaim rushed in for the immediately after the team pushed out the tweet at 1:07 ET last Thursday afternoon. Its contents were simple: A 44-second video with no accompanying caption. Ultimately, the instantly recognizable graphics were designed to do all the talking. It was a level from the 1985 NES classic Super Mario Bros., only with a pixelated replacing the famous video game character. Seguin — who has flourished into one of the NHL’s best centres during his five seasons with the Stars — sidescrolled his way through the level, fired pucks at NHL team logos, defeated Bowser and, finally, was awarded a new contract extension. — Dallas Stars (@DallasStars) It was an unprecedented way of informing the world that the Stars had locked up the real-life Seguin for eight years with an average annual value of $9.85 million.
Immediately, social media exploded with praise. Some news outlets pondered if it was the greatest contract reveal in sports history. Hockey writers and fans rushed to tweet their best puns, often revolving around Seguin collecting a ton of gold coins, just like Mario himself. The video was entirely the work of Jonathan Maniet, a digital content producer and editor with the Stars. The 22-year-old, a recent graduate from the University of North Texas, had just become a full-time employee with the team after spending last season as an intern. The following is an oral history of the groundbreaking Twitter moment, told by Maniet and others.
BRAD ALBERTS, Stars president: This goes back really to last year. Our executive group made a major shift in how we handled our social media. We wanted to create specific content and be different. We needed to go out and get people who could do it and so we did.
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JONATHAN MANIET, Stars digital content producer and editor: The original thought came from a summer creative project that we were given. They had our department create videos that reflected our personalities, just to create something different that you don’t believe you would ever really see from an NHL team’s account on social media. That’s where I got the idea from. Turning Tyler Seguin into Super Mario. The first video came from there. Patiently waiting for October — Dallas Stars (@DallasStars) MANIET: Fans were commenting on that earlier video, thinking it was a contract extension video. Our social media team came to me and said, ‘You know what, why don’t we give ’em what they want?’ and ‘Let’s do a second video.’ I said, ‘OK that sounds good.’ We put it together and it was ready [if and when] Tyler was ready [to sign a contract extension].
ALBERTS: We’re always having to sell the game down in Texas a little bit different than people do in Canada. Especially when our team isn’t winning. And so, we’re always coming up with ideas to be different. The summer is long when you don’t make the playoffs. So, trying to do things to get people’s attention is what we’re shooting to do. MANIET: I had some footage of Super Mario Bros.
Gameplay on my computer and thought, ‘You know what, I should use this.’ I had two older brothers so when I was a little kid, I always watched them play video games. I wanted to do something that paid tribute to what I grew up doing. The video contains several hidden nuggets: • Bowser appears in St. Louis Blues colours. • In the beginning, Seguin is listed as having eight lives, which foreshadows the term of his contract extension. • The score, at the top left, is actually the value of Seguin’s previous contract ($34,500,000). MAXMILLIEN ROSENBERG, former CFL social media and content manager, who has also worked as digital media manager with Toronto Argonauts: There is just a nostalgia appeal that is undeniable.