In the 2013 Super Bowl, lights went out in half the stadium with 108 million watching; ads worth millions went dark. Oreo's team was ready with quick thinkers, designers, and approvers. They tweeted fast: "You can still dunk in the dark." It blew up; 15,000 shares, tons of likes, worth $525 million in free buzz. Better than most big-money ads because it fit the moment perfectly. Now brands watch events live to jump in quick. In social media, being fast beats spending huge. Follow @scalewithbasem