Cnet reported on the Superbowl 2013 blackout and the multi billion dollar brands of Oreo's, Calvin Klein, and Tide took to the Twitter internet airwaves to keep us entertained during the first ever half hour long Superbowl 2013 blackout.
Oreo cookies, was one of the first on the scene with best tagline tweet and image of the night with the following message:
Power out? No problem, You can still dunk in the dark.
The tweet from Oreo caught the Twitter world by storm and since Feb. 3, 2013 it has been retweeted 13,734 times as of Cnet's writing. Then the website BuzzFeed received a direct response from Oreo on how the Oreo 360i team arrived at such a fantastic message during the Superbowl blackout: "We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity," agency president Sarah Hofstetter told BuzzFeed.
"Because the brand team was there, it was easy to get approvals and get it up in minutes."Oreo had already aired a solid TV ad with their "Cookie or Creme" spot. But they were ready to capitalize on social media as well when the lights went out. The big question is, what happens when everything changes, when you go off script?," Hofstetter said. "That was where it got fun." The key? Having Oreo executives in the room, and ready to pull the trigger."
Calvin Klein made use of Twitter's brand new video app: Vine to post a video of a model working out in Calvin Klein attire to keep its fans busy when the power was out at the Superbowl. The video from Calvin Klein on Vine can be viewed on the Vine app from Twitter.
Lastly Tide detergent went on their Twitter account @tide with the catchy tagline with an image of a background and white text that read,
"We can't get your blackout. But we can get your stains out."
This was a perfect opportunity for the major brands out there to really capitalize on the world wide boredom during the Superbowl blackout of 2013. These three companies won the Superbowl of Twitter with their great tag lines, images, and video. Oreo definitely won the number one spot with the best image and tag line.
Twitter was the place to be during the Superbowl this year. Their were 24.1 million tweets about the game, the ads, the half time show, but the biggest tweet explosion came during the blackout which had people tweeting 231,500 times per minute.