The Super Bowl is the most watched television spectacle in the United States. This year, a power failure interrupted the big game, sending 100 million+ viewers racing to social media to discuss what had happened.

Within minutes, Oreo tweeted a carefully crafted response. The brand’s audience was immediately engaged: 16,000 re-tweets, 18,000 Facebook Likes and 5,000 Facebook shares –all coming within the first hour.

In total, this tiny tweet received weeks worth of press and more than 525 million earned impressions (5X greater than the number of people tuning in to the game). All for zero media dollars.