The person that had this idea was the former head of social. This person commissioned a photoshoot for the Mario costume character in the office to go... They basically staged a photo of the Mario costume character going behind the curtain and doing the thing. It caused some concern actually, because, of course, Nintendo doesn't want to not manage people's expectations and this was too much in the zone of speculation.
You always need more assets than you think you do. And in this case, there was clearly no asset to pair with this news and nobody wants to put out a tweet that has no image with it. So it's like, 'Well, what can we do?
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