The NFL's Detroit Lions named New England Patriots defensive co-ordinator Matt Patricia as their new head coach on Monday — and their social media team seized the moment.
Patricia had been in the running for the post for several weeks but the move could not be made official until after the Patriots' Super Bowl appearance.
Which positioned the Lions' Twitter account for a unique announcement.
Ten posts about one announcement might seem excessive, but if you go back and read the first letter of each tweet you'll discover the genius in the Lions' work.
Patricia's signed on February 5, which was the 35th anniversary of Toto's Africa reaching number one on the US Billboard Hot 100 chart. Clever.
Patricia is joining the Lions after spending the last 14 seasons with the Pats, who were left contemplating the possible end of an era after an upset 41-33 loss in the Super Bowl to the Philadelphia Eagles.
In Detroit, Patricia is replacing Jim Caldwell, who was fired January 11 after he posted a 36-28 record over four seasons.
During his tenure working for head coach Bill Belichick, the Patriots won three of their five Super Bowl titles and had six American Football Conference titles.
Patricia also interviewed for jobs with the New York Giants and Arizona Cardinals.