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Thanks to super-fast reactions, at least three brands were able to "newsjack" the power outage that hit the Super Bowl early in the third quarter of today's game. With the Ravens up by a score of 28-6, and a 49ers third-down play just about to begin, the lights inside the stadium went out, causing a somewhat lengthy delay that's still ongoing as I type this. Several brands saw the power outage as a chance to market themselves in clever ways on Twitter, which is no doubt experiencing new, all-time usage levels for a sporting event.

Oreo's Dunk in the Dark Super Bowl viral tweet was 'a big win' but also 'a big failure' according to Mondelez VP of global media and consumer engagement, Bonin Bough.