You might think the biggest touchdown of Super Bowl XLVII came from Jacoby Jones’ record-setting 108-yard kickoff return, but in terms of social media, last night’s blackout recorded the biggest spike, especially in the end zone of advertisers and comedians.
Nabisco, maker of Oreo cookies, was one of the first companies to jump on Twitter’s jokey “brandwagon” and capitalize on last night’s 35-minute blackout at the Superdome with a little extra ad time.
“Power out? No problem,” read the Tweet, featuring a cookie on a partially shadowed page with the words “You can still dunk in the dark.”
Then Tide laundry detergent chimed-in with its own Twitter ad: “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower.”
Audi also joined the pile-on, taking opportunity to make a funny dig at their competitor, Tweeting it was “sending some LEDs to the” Mercedes Benz Superdome, the stadium’s official name. Walgreens couldn’t resist either, Tweeting “We do carry candles” followed by “…we also sell lights.”
“This is an example of the new world of marketing where things happen so fast, where brands respond real time to the environment,” Tim Calkins, a marketing professor at the Kellogg School of Management, told Forbes. “This is a huge change. It used to be you created a Super Bowl ad and you were done. Now what’s happening is marketers are generating content and interacting with people all throughout the game.”
Advertisers were wise to take heed of the blackout and pounce on social media audiences. Twitter said that its traffic volume spiked during the blackout, reaching 231,500 tweets per minute. All in all, Twitter said in a blog post there were 24.1 million Tweets about the game. Twitter also said that by the beginning of the second half, the volume of Tweets had already surpassed last year’s total of 13.7 million Tweets.
Advertisers weren’t the only ones jumping in the word-play pile-on. Type in any variety of hash tags, such as #SuperBowl47 and/or #blackout and you’ll see a whole roster of comedians — famous or not-so-much — trying their hand at one-upmanship.
But if I were handing the Lombardi trophy for comedic Tweets, in my opinion that award goes to writer Neal Pollack with this politically-relevant, socioeconomic zinger referencing Hurricane Katrina: “This time, it’s the rich people trapped in the Superdome.”
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