• Advertising Age, Monday, February 4, 2013 3:50 PM

Last night's power outage during the Super Bowl was a win for "some quick-thinking brands... [that] jumped into the disarray" with tweets bringing the situation back to their products in often-witty ways, writes Nat Ives and Rupal Parekh. Among them: Oreo, whose tweet, complete with a graphic, read "Power out? No problem. You can still dunk in the dark." That "tweet was retweeted 10,000 times within one hour," writes Ives and Parekh. "The decisions [to create the tweet] were made in real time quickly because marketers and... members [of digital agency 360i] were sitting together at a 'mission control' center, or a social-media war room of sorts, at the agency's headquarters in the TriBeCa neighborhood of Manhattan."

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