The Super Bowl is the biggest deal in American marketing, but until now it's mainly been TV that's been the focus, with massively expensive ads trailed and released online before the events.
Last night there was a power outage and within minutes brands responded with tweets about it, or started to buy keywords like 'Power Outage', knowing that people would be searching Twitter to try to find out what was happening. I think it'll be seen as a landmark event in second screen marketing.
Oreo seem to have done best, with this picture tweeted within 5 minutes:
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
(How they did it)
Tide tweeted this about 3 minutes later:
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
& Calvin Klein clearly had a whole set of Vines ready to send out at key moments:
Since the lights are still out... vine.co/v/b1iiiiUz5uq #SB47(More examples on the Twitter blog - & Duracell did well with a post on Facebook)
— Calvin Klein (@CalvinKlein) February 4, 2013
This is all great stuff, and made possible by close relationships between clients and agencies operating 'war room' type set ups during events like this.
You can argue that it's been going on for a while - for example see how Paddy Power tweets during football matches - but I'm sure this is how more big events will work from now on.
Update - Virgin Holidays did very well with this, posted a few minutes after the Equal Marriage vote in the UK
#equalmarriage: Time for a honeymoon. twitter.com/VirginHolidays…
— Virgin Holidays Ltd (@VirginHolidays) February 5, 2013