Call it the Super Bowl of real-time marketing.
Savvy advertisers quickly took to Twitter tonight to capitalize on the unexpected power outage during this year’s Super Bowl. “We do carry candles,” Walgreens tweeted when the power went out at the Super Bowl. “We also sell lights.” Oreo tweeted, “Power out? No problem,” posting an ad that finished, “You can still dunk in the dark.” Meanwhile, Tide tweeted, “We can’t get your # blackout, but we can get your stains out,” posting its own ad. Audi took a direct hit at competitor and Superdome naming rights-holder Mercedes-Benz with this tweet: “Sending some LEDs to the @ mbusa Superdome right now…”
They and other marketers responded to–indeed, capitalized on–an unprecedented event with instant on-brand communication.