The biggest moment in last night’s Super Bowl was when the lights went out at the Mercedes-Benz Superdome for 35. Yes, it was the biggest moment for marketers of Oreo cookies, Audi, Tide and Calvin Klein who jumped to social media to make the most of the situation.
Knowing that consumers would be distracted from the gameplay, and searching the web for the inside scoop of what was going on at the stadium, marketers instantly created fun and punny images and posts, and used hashtags like #poweroutage and #blackout to get their message heard.
As soon as the power went down, Oreo and its agency went to work on an ad that was quickly Tweeted. Within an hour, the Oreo ad, with the caption, “Power out? No problem”, had been shared more than 10,000 times on Twitter and went on to be retweeted and favorited more than 18,000 times.
The heck with 30 second commercials that cost around $4 million to air during the game, the 35 minute power outage was the way to go for brands to reach their intended audiences. Twitter said that marketers started bidding on “power outage” as a search term just minutes after the lights went out
Audi, received more than 9,000 retweets and 2,800 favorites during the outage. Tide, got 1,500 retweets and favorites, while Calvin Klein picked up a couple of hundred.
Now that’s real time marketing.
Data sources: WallBlog