— Josh Charles (@MrJoshCharles) February 4, 2013
The Super Bowl champion Baltimore Ravens weren't the only big winners on social media Sunday night. Beyonce, the power outage and several trending advertisements kept football fans and Super Bowl viewers engaged.
And once the confetti fell after Baltimore’s 34-31 victory, the daughter of Muhammad Ali, a noted Ravens fans who made an appearance at the team's practice facility this season, took to Twitter and WhoSay to counter earlier reports that her father was "gravely ill."
My dads health is normal! Here is a pic of him today! Thanks for all well wishessay.ly/RUf56pt
— Laila Ali (@TheRealLailaAli) February 4, 2013
Beyonce's electrifying performance, generated 5.5 million of the 24.1 million tweets off the game, according to Twitter. The Beyonce volume peaked at the conclusion of her show with 268,000 TPM:
Good GOD Beyonce is one of the greatest performers to have ever walked this planet.. She's KILLING IT!!!!!
— demetria lovato (@ddlovato) February 4, 2013
Beyonce's reunion with Destiny's Child caused a power surge of its own in the stadium, on TV and social media:
— DJ Pauly D (@DJPaulyD) February 4, 2013
Beyonce ROCKED!!!!!!! Best half-time show ever!
— Sara Evans (@saraevansmusic) February 4, 2013
Beyonce’s halftime show was the second-most mentioned moment of the game on Facebook, after only the Ravens' victory. By 8:22 p.m. ET, mentions of her name had jumped nearly 49,000 percent. Usage of the phrase she “killed it” jumped more than 40,000 percent as she took her bow. Beyonce also announced her "Mrs. Carter Show" world tour, which will conclude in Brooklyn on Aug. 3. After the smoke cleared, the power returned and the Ravens eventually turned out all the lights, Beyonce's husband, Jay-Z, let his feelings be known:
Lights out!!! Any questions??
— Mr. Carter (@S_C_) February 4, 2013
The party in New Orleans (and Baltimore) continued well into Monday morning:
— Bryant Mckinnie (@BryantMckinnie) February 4, 2013
Congratulations to the Ravens came from multiple quarters. Thanks to the halftime show, the second-half kickoff that was returned for a touchdown and the blackout, the Ravens' offense went 84 minutes without touching the ball. That didn't seem to bother game MVP Joe Flacco.
— Justin Timberlake(@jtimberlake) February 4, 2013
As Miami teammates Ray Lewis told me he'd become the greatest linebacker ever to play.. You are. Congrats brother Ray! #SuperBowlChamps
— Dwayne Johnson (@TheRock) February 4, 2013
Yes, losing isn't fun:
The sickest feeling in sports is being on the opposite end of the confetti shower.
— Chris Harris (@ChrisHarrisNFL) February 4, 2013
Trust me. I know.
— Chris Harris (@ChrisHarrisNFL) February 4, 2013
There's always next year:
The mindset for the 2013 season starts now, Who Dat Nation. We will make you proud.
— Drew Brees (@drewbrees) February 4, 2013
The 49ers were down 28-6 when the power went out, which eventually became an electrifying game-changer.
Wow on the return to start 2nd half and Wow on the damn lights! Lets see if this changes the momentum
— Kobe Bryant (@kobebryant) February 4, 2013
The force and power that is Beyonce just shut the Super Bowl down ha! Too funny!
— Kelly Clarkson (@kelly_clarkson) February 4, 2013
Naturally, Twitter exploded. There were the obligatory parody accounts. @SuperBowlLights had more than 26,000 followers before it was ordered deleted by the NFL. It's back today in a much smaller form. There were also multiple Bane references flying across Twitter, nod to the character from “The Dark Knight Rises” who destroyed a chunk of the real Heinz Field during his grand introduction to Gotham City:
So is this when Bane enters the stadium? #superbowlblackout
— Luke Russert (@LukeRussert) February 4, 2013
Overall, the commercials ended up taking a back seat to a power outage, Beyonce's halftime show and the game itself. But several shrewd companies were quick to seize the opportunity when half the Superdome went dark. The folks from Oreo, who aired an ad during the game that included a crowd-source element on Instagram, captured the blackout on Twitter with this quick post just minutes after the lights went out:
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Tide rolled swiftly to react:
— Tide (@tide) February 4, 2013
The Allstate character "Mayhem" told his 1.5 million Facebook followers "I meant to turn off the scoreboard. Sorry, everybody. Wrong switch." And a parody MetLife Stadium account sprang up to talk trash, as well.
Once the power returned, the 49ers rallied and their fans were not about to give up. But the 49ers fell short 34-31, thanks in no small part to a questionable holding non-call:
— Jeff Gordon (@JeffGordonWeb) February 4, 2013
— Ryan Lochte (@ryanlochte) February 4, 2013
Before kickoff, millions of Americans were brought to tears with pride and sorrow:
Sandy hook elementary chorus singing America the beautiful and Alicia keys national anthem makes me proud to be American
— Kate Upton (@KateUpton) February 3, 2013
Several brands and ads trended throughout the game and just about every ad carried its own hashtag. Hulu AdZone voters named the "Farmer" ad from Dodge as their overall favorite; the Budweiser "Brotherhood" finished second; and the Taco Bell "Viva Young" ad featuring a group of late-night partying septuagenarians finished third.
Dodge used the 1978 Paul Harvey "So God Made a Farmer" speech to narrate its moving spot for Ram trucks that lionized the American farmer. As that ad aired, mentions of the word “farmer” increased by 1.8 million percent on Facebook and mentions of “Dodge” jumped 151,000 percent.
Paul Harvey was one of a kind. Brilliant use of "So God made a farmer". Great tribute to the American farmer. Wonderful ad
— Gary Sinise (@GarySinise) February 4, 2013