The 2013 Super Bowl will be known for having a record-breaking kick return, a half-hour game delay, an almost epic comeback, some quick-thinking social media users.

For those of you who didn’t watch the game, half the lights in the New Orleans Superdome went out just after halftime, and officials had to pause the game while waiting for the lights to return.

In that time, Nabisco cookie brand Oreo took to Twitter with a witty advertising image, telling people they could still “dunk” their cookies into milk in the dark. It was a smart move, one that probably netted it lots of attention during a period of dead air. Washing detergent maker Tide was also on its A-game during the delay, producing its own quick social ad about the blackout that proclaimed “We can’t get your blackout, but we can get your stains out.”

And at least one person had the foresight to create a Twitter account for @SuperbowlLights and began tweeting things like “No power, but still tweeting. Ya’ll mad?” (More below.)

https://twitter.com/SuperbowlLights/status/298246412855021568

https://twitter.com/SuperbowlLights/status/298247167414530048

https://twitter.com/SuperbowlLights/status/298251013989732352

Image via Oreo