• Loading stock data...
Friday, July 4, 2025

Executive Buy-In Helps Propel Dallas Stars’ Digital Strategy

Stars - Digital

When it comes to executing a digital strategy effectively, not only do the employees conceptualizing the strategy have to buy-in, but so do those above them in the decision-making roles.

Although it may seem like a simple concept, one quick note to different people from around the industry and buy-in when it comes to just the role of digital in general is not something that is guaranteed or universal.

Luckily for the Dallas Stars, support for the organization’s digital efforts comes from the top, allowing Bryan Renahan, the club’s digital and social manager, the opportunity to not only get creative, but push the limits.

“It comes from the top down. Having their support to allow me to be creative is very important,” said Renahan. “We realize where we’re at (non-traditional market) and who we are, and to push the product, you have to think outside of the box and have these unique ideas.”

One of these unique ideas was using nostalgia in the form of a Super Mario video to announce Tyler Seguin’s contract extension. To date, the video has over 7,000 retweets, 23,000 likes, and has been viewed over one million times on Twitter alone. While it seems like perfect timing, the stars (pun intended) happened to align perfectly for the content to go viral.

Earlier this summer, during the department’s offseason planning sessions, one of the video producers for the organization came up with the idea of doing a “Super Seguin Bros.” video.

So, in July, the Stars posted the first video as a standalone piece, with there being no intention to have a second or follow up piece to the original one.

“The plan was to come up with some creative content that’s off-kilter, non-hockey related, and speaks to a wider audience,” noted Renahan. “The first video was just a spoof of the iconic first level in Super Mario Bros. and it was just a fun piece of content that performed well. I kind of sat on that idea for a while not knowing if we would use it again.”

SEE MORE: Carolina Hurricanes Put Local Emphasis on New Marketing Initiatives

It just so happened that not only would they use the idea again, but when they did, it would fall on the 33rd anniversary of the iconic video game. “Some things you just can’t plan,” said Renahan.

Luckily, the team was prepared because of the foundation they set earlier in the summer.

“I had the realization that since the piece performed so well, we could do a follow-up piece where at the end of the video there would be a big reveal showing his contract extension. So for about two weeks, our in-house video producer would work frame by frame to switch out the pixels and build out the second video. He did a great job executing the idea and making the video. It was a true team effort.”

Instead of worrying what they might post or coming up with something on the fly, all Renahan and his team had to do was add in the term and salary numbers and call it a day.

Not being pressed for quality content once the news broke internally, Renahan was able to make a case as for why the club should lead with the video instead of a press release followed up by the video.

“I wanted to post the video with no text and no context. Just drop it into people’s feeds. I had to get the green light from everyone from the head of marketing to the head of communications, but I’m lucky enough to have such a great management team that says, ‘You know what? Let’s do it.’”

[mc4wp_form id=”8260″]

Listening, storytelling, and capitalizing on moments are pillars of the Stars’ digital strategy and all three were on display when it came to the Seguin post.

“One of the most effective ways to form a relationship with your audience is by giving them the content that they actually want,” said Renahan. “Most social media managers know this, but I am fortunate to work under management that allows me this sort of freedom where my creativity can thrive.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
Jun 10, 2025; Pittsburgh, PA, USA; Pittsburgh Steelers quarterback Aaron Rodgers (8) drops back to pass during minicamp at their South Side facility.
opinion

Steelers Win-Now Mode Is Good News for NFL Media Partners

The conservative “Steeler Way” has finally adapted—and media partners are happy.

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.

Featured Today

Seattle Rough & Tumble

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena
June 22, 2025

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.

Paramount Settles Trump Suit Ahead of NFL Season, Skydance Merger

The deal likely allows the much larger Skydance merger deal to proceed.
June 24, 2025

Fever vs. Aces Draws 5th-Largest TV Audience of 2025 WNBA Season

ESPN will carry seven more Indiana Fever games this year.
Leo Messi
June 27, 2025

TNT, Club World Cup Ride Messi to Surprisingly Solid Debut Ratings

TNT Sports carries about a third of matches in the U.S.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
June 23, 2025

NBA Finals Game 7 Is Most-Watched Since 2019, but Series Drops 9%

Game 7 drew 16.35 million viewers, the most-watched NBA game since 2019.
June 19, 2025

Pacers Force Game 7, Could Spark Big Ratings Boost for NBA Finals

Game 7 could boost NBA Finals ratings after a slow start this year.
June 17, 2025

Stanley Cup Final Delivers Drama but Struggles for Eyeballs in U.S.

U.S. viewership fell while Canadian audiences for the event rose slightly.
June 17, 2025

Streaming Tops Linear for First Time, Sports Still Key to TV’s Resilience

Streaming hits another critical milestone in an accelerating media transition.