Oreo capitalized on a power outage during the Super Bowl by posting an amusing image to Twitter. Other brands leveraged their ads for the game on mobile and social networks Sunday, trying to squeeze as much value as possible from their record ad time outlays for the game. "In the last three to four years, brands have been gearing up on the social media front ahead of the game. But now more so than ever, we're seeing them take advantage of it during the game," said Derek Rucker, marketing professor at the Kellogg School of Management at Northwestern University.