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
  • <li><strong>Calvin Klein</strong> uses <strong>Vine</strong> to support their TV spot</li>
    <li><strong>PBS</strong> pushes <strong>Downton Abbey</strong> as an alternative</li>
  • Audi mocks Mercedes-Benz USA
  • <li><strong>Lowes</strong></li>
    <li><strong>Volkswagen USA</strong></li>
    <li><strong>One</strong> (non-profit)</li>
    <li><strong>Hyundai USA</strong></li>
    <li><strong>Best Buy</strong></li>
    <li><strong>Twitter Advertising</strong></li>
    <li><strong>Buffalo Wild Wings</strong> claims responsibility for the blackout in jest.</li>


    About Paul Shapiro

    Paul Shapiro is a search marketer that loves to take both a technical and creative approach to SEO. Currently an Organic Search Director for Catalyst in Boston, Paul likes to dabble in other areas digital marketing, especially social media. He is an amateur programmer and is very fond of horror movies.

    Drop Comments, Not Bombs


    1. Nice job Paul!, we will have to chat sometime.


    2. Some of these are quite clever and witty. I love Tide’s reaction.

    3. At least the advertising department of these brands are really good, the ads are quite convincing in a way particularly the tide very wise use of words to promote.

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