It all started with a tweet about an Oreo.

When the Super Bowl stadium experienced a blackout in the middle of last year’s game, Oreo sent a tweet to capitalize on the unfortunate turn of events.

“Power out? No problem,” the tweet read, along with an ad showing an Oreo and the tagline, “You can still dunk in the dark.”

The tweet was retweeted 15,643 times and became a symbol of the marketing power of social media. In addition to receiving kudos for a clever way to draw attention from the biggest live event of the year, it set a new bar for the advertising industry. There’s a good chance social media will be an even bigger part of your game-watching experience this Sunday.

via How social media wins the #SuperBowl – CNET.