Arsenal’s new signing Stephan Lichtsteiner is the first arrival of the post-Arsene Wenger era.

The Swiss international arrived from Juventus on Tuesday and, at the age of 34, represents something of a departure from the usual style of signing at the Emirates Stadium. And whilst the arrival of an ageing full-back doesn’t seem like the most exciting transfer the Gunners could have made, there’s a sense that doing things a little bit differently is a good thing after so many years of predictably buying similar types of young, promising talent.

Only 9️⃣ days until the @FIFAWorldCup starts…

So let’s see if you can name all 9️⃣ Arsenal players going to Russia ???????? pic.twitter.com/9Vx4VzyS4b

— Arsenal FC (@Arsenal) June 5, 2018

The announcement of the transfer on Twitter made good use of this optimism.

Instead of just announcing it outright, the official Arsenal Twitter account posted a cryptic tweet amid the speculation: up until the signing of Lichtsteiner, there were only eight Gunners players going to the World Cup, now there are nine. Name them.

???? #WillkommenStephan pic.twitter.com/g2BtCv4xS1

— Arsenal FC (@Arsenal) June 5, 2018

“Nothing gets past Arsenal Twitter,” says Lichtsteiner in his first video in Arsenal colours in a reply from the official account to someone who ‘answered’ the question correctly.

The club have previous with playful announcements and have been innovative and clever with the content they create around events like new signings and cup draws. Recently, however, the club have had to take a more sombre and dignified line when covering some of the big announcements around the Emirates Stadium: from Arsene Wenger’s departure to the arrival of his replacement Unai Emery, these big moments weren’t really the time or the place to get creative.

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See more from @LichtsteinerSte's first day ???? https://t.co/9Gv9HnyUY3 pic.twitter.com/PpqfEvl5mY

— Arsenal FC (@Arsenal) June 5, 2018

But the first new signing of the summer certainly was. It was a chance to create videos with the new arrival, as well as conduct written interviews with the content team, mock up quote graphics and link to Lichtsteiner’s social media accounts so that fans can follow him.

Arsenal are a case study in planning when it comes to social media. The club have a wealth of content for events like these but are also clearly sensitive to issues of tone, as seen when the announced Emery or waved goodbye to Wenger.