Itay Tsamir, a lecturer in Advertising and Marketing Communications and a consultant on digital marketing, wrote an opinion article on real-time marketing in  the Israeli business paper Globes. “The very uncharacteristic power outage during the last Super Bowl was followed by different reactions from advertisers, who can be divided roughly into two camps: the tired and brave. At best, the tired ignored the outage while others responded less well by stomping their feet and complaining. The brave tuened the situation into an opportunity:  only four minutes after the lights went out, the first brand took control of Twitter hashtag, “power outage…”