Advertisers shell out big money each year to get it front of millions of eyeballs on Super Bowl Sunday, but some brands banked on social media to create buzz. In many cases, it paid off — companies that were quick on their feet during opportune moments such as the stadium blackout became a huge topic of conversation on the web, seemingly cost free.

The strongest example of this is Oreo, whose quick-witted ad hit just minutes after the power went out at the Mercedes-Benz Superdome. The ad — which said, “No power? No problem. You can still dunk in the dark” — was retweeted nearly 15,000 times and won respect for making the most of the situation. It created even more buzz than its TV ad.

Read the rest on!