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While viewers were still taking in the loss of power that delayed Superbowl XLVII for 35 minutes, Oreo seized the moment.
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Within moments of the black out, Oreo tweeted “Power out? No Problem” along with an image stating in its caption, “You can still dunk in the dark.”
Since its posting, the tweet has been retweeted over 14,500 times (and liked over 20,000 on Facebook) according to Buzzfeed.
The agency behind the ad, 360i, saw the power outage as an opportunity for the company to utilize their marketing influence via social media.
President Sarah Hofsetter told Buzzfeed, "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. Because the brand team was there, it was easy to get approvals and get it up in minutes."
"You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you've got magic," Hofsetter added.
Despite the fact that Newsday placed Oreo among the worst commercials of the night, their spontaneous tweet definitely saved the day.