But the best moment -- and really the best ad -- was when Oreo took advantage of the 35-minute delay to tweet out a photo of a glowing cookie with the caption "Power out? No problem. You can still dunk in the dark." That was not only one of the best ads of the night, but it also cost at least $3.8 million less than Oreo's actual commercial, which was fairly amusing in its own right.
The Ravens may have won the Super Bowl, but it's clear Oreo won the Twitter bowl. And these days that's becoming more important. Really, the main reason I watched the Super Bowl this year, Rafaeli and Upton notwithstanding, is that it is one of the increasingly rare experiences I can share with millions of my fellow 'murkins. And by "shared," I mean largely on social media like Twitter and Facebook.
I saw several folks on Twitter saying they weren't bothering to watch anything on the boob tube this year, they were quite happy simply watching what other people tweeted about it.
Forty-seven years ago, the Super Bowl started as the game to determine which league was better. Then it became an excuse to drink too much beer and eat too many chicken wings with your friends on a Sunday afternoon. After the game proved to be boring, most of the time, it became all about how entertaining or outrageous the advertisements could be. Now it's all about the tweets. It's an exceedingly strange evolution, and I'm not sure how I feel about it.
Is chatting with total strangers about an event we're all watching in front of an enormous screen in our homes bringing us closer together for a few hours, or is it an indication of just how much technology has forced us apart?
Is Twitter bringing us together or the opposite? Post your disembodied thoughts below or email me: email@example.com.
This article, "Team Twitter takes the title in Super Bowl XLVII," was originally published at InfoWorld.com. Follow the crazy twists and turns of the tech industry with Robert X. Cringely's Notes from the Field blog, and subscribe to Cringely's Notes from the Underground newsletter.