Super Bowl: Brands Use Social And React To Power Outage

February 4, 2013

Digital Engagement, Marketing, Social Media

Tide was the first to react when the power went out.

Brand Engagers are discovering that many of us watching the Super Bowl and other major events on our big screen TV’s at home are also surfing online using our iPads and digital devices. The “double screen” as it’s known has penetrated our media consumption habits. There were 24 million tweets on Twitter during the Super Bowl!

It was a great game, one for the history books. The Baltimore Ravens edged out a 34-31 win over the San Francisco 49ers to win the 2013 Super Bowl. Right at the beginning of the 3rd quarter there was a power outage. For 35 minutes Sunday, the Super Bowl ground to a halt.

What left me impressed was how quickly Social Media reacted to the blackout as marketing teams were empowered to act! Tide was the first to react posting the image above on Twitter. The Oreo team posted the image below on twitter shortly after. It was retweeted about 11,000 times during the game!

The Oreo team posted this on twitter shortly after.

The clever adds were also posted on their company Facebook pages receiving many comments from fans. I’d like to share with you 10 replies from Tide’s timely Facebook post:

Impressed! Very clever and so timely. Well done
wow!! how did you know??
Impressively quick- tide marketing on the ball
Whoever came out with that idea should get a promotion or at least a raise. I am very serious as a businessman I can tell you that is good on the fly thinking at a management level. Great marketing, thumbs up, get your promotion!
AWESOME…made me laugh!
Awesome response and timing! Only the best marketing from the best company!!
good response for the blackout.
excellent working in the superbowl! Did Tide cause the lights to go out???
Hilarious! Somebody was really “working it!”
Best Ad Of The Night!