It only took Oreo 13 minutes to pull off one of the more memorable advertising moments of Super Bowl XLVII.
When the lights went out moments into the third quarter, Oreo jumped at the opportunity, turning the surprise power failure into a major social media marketing success.
Tweeting an image with the caption, "You can still dunk in the dark," the power outage was officially "No problem." for the ad team at Oreo.
It only took about 13 minutes from lights out to the time they fired off the tweet--now retweeted more than 14,000 times.
Power out? No problem. twitter.com/Oreo/status/29…— Oreo Cookie (@Oreo) February 4, 2013
The cookie company's TV spot, "Cookie or Creme?" had already aired, but was quickly overshadowed by the memorability of the quickfire Twitter shot.
Other advertisers, including Tide and Calvin Klein, got in on the blackout fun too, Tweeting darkness-related ads that got some success, although neither came near Oreo's runaway hit.