These 13 Brands Totally Dominated The Super Bowl Blackout On Twitter

While advertisers were surely freaking out during the Super Bowl power outage about the impact the delay would have on their $4 million ad buys, their social media teams were scrambling to craft hilarious Twitter responses at a moment’s notice.

Oreo got the most attention for its speedy response with original artwork of a cookie sitting under a spotlight with the text, “You can still dunk in the dark.” It has been retweeted almost 15,000 times.

“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 360i’s president told BuzzFeed.

But the clever cookie wasn’t the only one to come up with a quick response. Both advertisers in the Super Bowl (Tide, Cars.com, Hyundai, and Audi) and out (PBS, Walgreens, and more) responded to the situation almost immediately.

PBS poked fun at the game:

PBS super bowl blackout tweet

Photo: Twitter / @PBS

Walgreens went in for a double whammy:

walgreens blackout super bowl tweet

Twitter / @Walgreens

Walgreens super bowl blackout tweet

Twitter / @Walgreens


Jim Beam also could have promoted different kinds of “blackouts”:

jim beam super bowl blackout twitter

Twitter / @jimbeamofficial

Tide tied the blackout into its branding message:

tide super bowl blackout twitter

Twitter / @Tide

Audi, another Super Bowl advertiser, tweeted its own dig:

audi super bowl blackout twitter

Twitter / @audi

It also retweeted someone else’s mean comment about Mercedes:

audi super bowl blackout twitter

Twitter / @audi

Volkswagen re-promoted its Super Bowl ad:

volkswagen super bowl blackout twitter

Photo: Twitter / @Volkswagen

The Seattle Police Department bashed the stadium:

seattle police twitter super bowl blackout

Twitter / @SeattlePD

Nike plugged Jacoby Jones’ ability to run at “Lights Out Speed” in his shoes:

Nike super bowl blackout twitter

Twitter / @USNikeFootball


Cars.com wanted to keep on talking about its Super Bowl ad:

cars.com super bowl blackout twitter

Twitter / @carsdotcom

As did Hyundai. (Only five retweets … rough):

hyundai super bowl blackout twitter

Twitter / @Hyundai

The ONE Campaign tried to use the blackout for an opportunity for advocacy messaging:

one campaign twitter super bowl blackout

Twitter / @ONECampaign

SimCity thinks the game would have run more smoothly if it were in charge:

Twitter SimCity super bowl blackout

Twitter / @SimCity

And, finally, here’s Oreo’s tweet that stole the show:

oreo's super bowl twitter

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