Call it the Super Bowl MVP -- the most valuable power outage.
For 35 bewildering minutes Sunday night, the Super Bowl showdown between the Baltimore Ravens and the San Francisco 49ers ground to a halt when half of the lights in the New Orleans Superdome went out.
Players stretched on the field. The more than 71,000 fans in attendance did the wave.
And with no immediate explanation for the outage, social media lit up.
From Twitter to Facebook, from Tumblr to Flickr, it seemed just about everywhere in the social media-sphere somebody had something to say -- sometimes funny, sometimes not so much -- about what became known online as "the blackout bowl."
There were even those who felt forced to say something about being, well, forced to say something.
"The worst part about this power outage is that people at parties were forced to talk to each other," Fortune Feimster, a writer for the E! show "Chelsea Lately," tweeted.
The brand bowl
Within four minutes of the outage, advertisers had sent out their first tweets.
Nabisco's Oreo cookie was among the first to jump on the Twitter brandwagon, with an ad featuring the cookie on a partially blacked out page.