5 companies that won Twitter during the Super Bowl blackout

These 5 brands took advantage of the power outage at the Superdome on Sunday to post some clever ads to Twitter.


Jordan Valinsky


Published Feb 4, 2013   Updated Jun 2, 2021, 2:08 am CDT

Between blackouts and Beyoncé, we almost forgot to talk about the Super Bowl ads on social media; but apparently there were some.

Tide, Oreo, and Calvin Klein were among the companies that all proved to be watching the game. Once the blackout hit, which suspended play for a half hour, the companies took to Twitter to entertain bored fans. The one-off ads created the most quickly were handsomely rewarded with social media buzz—just ask Oreo.

Here are the tweets that generated the most buzz:

1) Oreo. This quick thinking ad on Twitter mocking the electricity outage racked up more than 14,000 retweets. It wouldn’t have been possible without some planning ahead, though: Oreo’s ad agency had the company’s executives in the room to approve ads like this on the fly.

2) Calvin Klein. The upmarket clothier capitalized on its sex appeal by posting a behind-the-scenes video on its Vine account of a Grecian-sculpted model working out.

3) Tide. Similar to Oreo—although not quite as clever—the detergent brand released a clumsily worded tweet relating a blackout to stains or something.

4) Audi. The luxury car company jabbed rival Mercedes-Benz for letting the lights go out at the Mercedes-Benz Superdome.

5) PBS. While other networks caved, PBS programmed its Sunday night lineup with an new-to-U.S. episode of Downton Abbey. It used the blackout to remind people it was still broadcasting.

Photo via Oreo/Twitter

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*First Published: Feb 4, 2013, 1:48 pm CST