When half of New Orleans’ Superdome went dark last night during Super Bowl XLVII, some marketers turned to the audience on social media and sent well-timed tweets to capitalize on the unexpected 34-minute game delay. Oreo tweeted an on-the-fly ad that read, “Power out? No problem,” with an image of a cookie and the tagline, “You can still dunk in the dark.” It has since been retweeted 14,000 times. Tide also sent out a tweet that read, “We can’t get your #blackout, but we can get your stains out.”
According to Twitter, more than 24.1 million tweets were sent during the Super Bowl. The blackout garnered 231,500 tweets per minute and Beyoncé’s halftime performance received 268,000 tweets per minute.