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Power Outage at Super Bowl XLVII: Brands Respond on Twitter

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SuperBowl 47 was put on hold by a 34 minute power outage in the Mercedes-Benz Superdome in New Orleans, leaving the football game in the dark. Brands reacted quickly over Twitter as fans flocked to the social network for entertainment and to investigate the situation.

The use of a “second screen” is becoming commonplace during television viewing. Nielsen reported in 2012 that 85% of tablet owners watch television and use their tablet at the same time. Since conversations about brands and television are already happening on social networks with high mobile usage like Twitter, it makes sense to backup marketing efforts and take advantage of discussion. This is especially true during high-profile events like the Super Bowl, where social media usage is at an all time high. Events like the power outage during the Super Bowl present a unique opportunity for brands to behave in a light-hearted, humorous manner in order to gain exposure.

I’ve captured some of the highlights below:

Oreo

Calvin Klein uses Vine to support their TV spot

Tide

Walgreens

PBS pushes Downton Abbey as an alternative.

Charmin

Audi mocks Mercedes-Benz USA

Lowes

Volkswagen USA

One (non-profit)

SimCity

ZAGG

HealthCare.gov

Cars.com

Hyundai USA

Best Buy

Twitter Advertising

Buffalo Wild Wings claims responsibility for the blackout in jest.

 

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