Now that watching sports is a two-screen—if not three-screen—experience, advertisers have to do more than just run commercials to get fans' attention, writes Angela Watercutter in Wired on Feb. 4, 2013.
They have to stay on their toes on Twitter, Facebook and other social media channels to stay relevant—and during Sunday night's Super Bowl, no brand pulled off more fancy footwork than Oreo, Watercutter wrote.
During the power outage, the sandwich cookie's social media team jumped in, tweeting an ad that read, "Power Out? No Problem," with an image of a solitary Oreo and the caption, "You can still dunk in the dark."
