When the blackout happened Sunday night, Oreo tweeted this ad. It’s been retweeted more than 14,000 times (and the same image on Facebook has gotten more than 20,000 likes)

The agency behind the on-the-fly ad? 360i.

“We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.”

“The big question is, what happens when everything changes, when you go off script?” Hofstetter said. “That was where it got fun.”

The key? Having Oreo executives in the room, ready to pull the trigger.

“You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic,” Hofstetter said.

[Read  full story at BuzzFeed.]

Were you on social media during the game and did it add or take away?