Superbowl 2013… AKA #blackout

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Superbowl this year was spectacular. No, I’m not a Ravens fan.

I was completely absorbed in the commercials, halftime entertainment, and most notably, the blackout. I was completely nerding out during the whole blackout– religiously checking my Twitter and Facebook feed. But guys, it was just so interesting!

Superbowl 2013 includes a blackout (After Beyonce’s performance… how fitting because she KILLED it)

There were a few brands that totally DOMINATED the blackout. Prime example: Oreo.

[tweet https://twitter.com/Oreo/status/298246571718483968]

Incredible, right? I love that their brand message aligns with the “crisis”– and makes a joke out of it. And posting to Twitter was key, I know as soon as the lights went out the first thing I did was check my feed.

360i, an award-winning digital agency specializing in search engine marketing, social media, mobile marketing and web design and development, came up with this ad on the fly. Here’s a snippet of how this was possible (Information via 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,” agency president Sarah Hofstetter told BuzzFeed. “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,” Hofstetter said.

A few other brands provided excellent commentary during the blackout:

[tweet https://twitter.com/Audi/status/298244658457354241]

[tweet https://twitter.com/Walgreens/status/298245632550899713]

[tweet https://twitter.com/Walgreens/status/298249650996129792]

[tweet https://twitter.com/tide/status/298247327771144192]

Such quick thinking and response– bravo to all community managers and decision makers! I think this is a step in the right direction– although social media is second nature to most brands by now, I would venture to say that few are brave enough to be “proactively reactive” in this situation.

I feel energized and excited by how impactful these tweets are.

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