Power Outage at Super Bowl XLVII: Brands Respond on Twitter

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

Power out? No problem. pic.twitter.com/dnQ7pOgC

— Oreo Cookie (@Oreo) February 4, 2013

Calvin Klein uses Vine to support their TV spot

Since the lights are still out… vine.co/v/b1iiiiUz5uq #SB47

— Calvin Klein (@CalvinKlein) February 4, 2013

Tide

We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower twitter.com/tide/status/29…

— Tide (@tide) February 4, 2013

Walgreens

We do carry candles. #SuperBowl

— Walgreens (@Walgreens) February 4, 2013

…we also sell lights. #SuperBowl

— Walgreens (@Walgreens) February 4, 2013

PBS pushes Downton Abbey as an alternative.

This might be a good time think about alternative programming. #SuperBowlBlackOut #WeHaveDowntonPBS

— PBS (@PBS) February 4, 2013

Charmin

Well, if the teams needed to take a potty break, NOW’S THE TIME. #tweetfromtheseat #poweroutage

— Charmin(@Charmin) February 4, 2013

The view from inside a Superdome bathroom. #tweetfromtheseat #poweroutage #lightsout twitter.com/Charmin/status…

— Charmin(@Charmin) February 4, 2013

Audi mocks Mercedes-Benz USA

Sending some LEDs to the @mbusa Superdome right now…

— Audi (@Audi) February 4, 2013

Lowes

Hey dome operators at the ‘Big Game’, there are a few Lowe’s nearby if you need some generators.

— Lowe’s (@Lowes) February 4, 2013

Volkswagen USA

Lost power during the Big Game… Don’t worry, #GetHappy: vwoa.us/VDSvjj

— Volkswagen USA (@VW) February 4, 2013

One (non-profit)

half a billion people in Africa NEVER have power. Learn more at one.org/us/2012/11/13/… #superbowl

— ONE (@ONECampaign) February 4, 2013

SimCity

Looks like the #SuperBowl electricians can learn a thing about proper power management. #SimCity

— SimCity (@simcity) February 4, 2013

ZAGG

Power outages don’t matter if you have a ZAGGsparq: zagg.com/accessories/za… #SuperBowl

— zaggdaily (@ZAGGdaily) February 4, 2013

HealthCare.gov

Don’t be left in the dark like the #SB47 football players. Sign up for the latest Marketplace/health care info at bit.ly/hcsocmed.

— HealthCare.gov (@HealthCareGov) February 4, 2013

Cars.com

Is the stadium power outage the most dramatic moment of the night or was it the Cars.com wolf? #NoDrama

— Cars.com (@carsdotcom) February 4, 2013

Hyundai USA

While you’re waiting for the power to come back on, check out our Team Inspired ad bit.ly/Xf2rdh #SB47 #blackoutbowl

— Hyundai USA (@Hyundai) February 4, 2013

Best Buy

Looks like #SB47 could use a visit from some @geeksquad Agents with @insignia LED light bulbs for the power outage.

— Best Buy (@BestBuy) February 4, 2013

Twitter Advertising

It took just four mins after the lights went out for the first Twitter advertiser to bid on [power outage] as a search term. #SuperBowl47

— Twitter Advertising (@TwitterAds) February 4, 2013

Buffalo Wild Wings claims responsibility for the blackout in jest.

We just really don’t want football season to end. Can you blame us?

— Buffalo Wild Wings (@BWWings) February 4, 2013