New Orleans made headlines Sunday night thanks to non-sports-related mishap in the middle of Super Bowl XLVII.
Only minutes into the game's second half, the power supply to one half of its venue -- the Superdome -- shut off, causing players and fans to twiddle their thumbs for the next 35 minutes while technicians addressed the problem.
Not everyone was looking awkwardly around wondering when the action would resume, though. On Twitter, people took action immediately. Some that weren't crazy about how the famous Super Bowl commercials used the event as leverage for commentary:
Where was the blackout during that Go Daddy kissing commercial?
— Mikey (@KrunkedRobot) February 4, 2013
Some celebs at the big event made the best of it by laughing their way through it, as evidenced by "How I Met Your Mother" star Neil Patrick Harris:
All the lights are out!! It’s pandemonium!! Thank god we have out Beyonce finger lights! twitter.com/ActuallyNPH/st…
— Neil Patrick Harris (@ActuallyNPH) February 4, 2013
But by far, the most fascinating reaction to the outage came from advertisers. Oreo responded with not only a tweet, but also an advertisement that cleverly spoke to fans waiting with bated breath.
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Twitter reported that the blackout was the No. 1 social media event of the Super Bowl, drumming up an average of 231,000 tweets per minute. How's that for ironic? Maybe the Puppy Bowl should consider a blackout of their own next time.