Oreo’s real-time marketing during the 35-minute blackout at the Super Bowl created a whirlwind of social media activity—casting a spotlight on the brand. At 8:48 pm that night, Oreo tweeted a clever photo ad highlighting its famous cookie with the caption: “You Can Still Dunk in the Dark.” The ad has been retweeted over 15,000 times, and the same photo also generated over 20,000 likes on Facebook. The term “Oreo” even trended on Twitter during the big game. What does it take to produce such effective real-time newsjacking? Sarah Hofstetter, President of 360i, Oreo’s advertising agency, gave the following statement to Buzzfeed: “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity…You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic.” Oreo and 360i did indeed act quickly—springing into action as soon as the blackout occurred to winningly ride the early wave of newsjacking related to the Super Bowl blackout.