Anyone watching the Super Bowl this evening saw a great game — and one of the greatest embarrassments in pro sports history: a power outage that halted play for a full half hour.

As the eventual champion Baltimore Ravens and the San Francisco 49ers — and tens of thousands inside New Orleans Superdome and millions watching on TV — waited, Oreo came up with an idea so brilliant and bold that it out and out won the night.

“Power out? No problem,” the tweet read, along with a hastily-put together image of an ad showing an Oreo and the brilliant tag line, “You can still dunk in the dark.”

The tweet caught fire, and as of this writing had been retweeted 13,734 times.So how did the cookie company act so fast, and get so many talking — all with minimal time available, and negligible expense?

MORE:  How Oreos brilliant blackout tweet won the Super Bowl