4,200 Tweets Later and the Birth of a New Hashtag #CESblackout

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The 2018 Consumer Electronics Show (CES) adds an event under their belts to live in history.

Years from now people will be reminiscing, remember that time the lights went out. Yes, at this year’s biggest consumer electronics show, CES, the biggest thing to hit the floor was a blackout.

For mere mortals that don’t know what CES is, It is a breeding ground for innovators and breakthrough technologies to show-off their next-generation products to a global stage and for most products it is their first introduction to its target market – cutting edge geeks that need to have the latest and greatest gadgets in “Geekdom”.

CES is the biggest show of its kind in the world and usually takes place in January in Las Vegas. Essentially it is the ultimate geek winter getaway. So, when I heard that a conference that attracts approximately 180,000 of the world’s business leaders and technology pioneers from big data to artificial intelligence found themselves in the dark I just had to laugh at the irony of the situation. Apparently so did they.

It only took around two hours for the Central Hall to come back from darkness into the light, caused by a freak event whose root, it seems, was condensation from heavy rainfall that caused a flashover on one of the facility’s transformers. The time it took for the lights to come back on was not lost on its fellow participants. During this time roughly 4,200 tweets were generated in reference to the blackout, some were pretty darn funny.

One of my favorites was from the Oreo cookie brand that had bit of fun while reminding viewers of its big Super Bowl tweet win from 2013. The brand and its agency 360i joined the ongoing #CESblackout Twitter conversation by first tweeting a solid black box. A while later, it released another tweet with a pic of an empty glass and a few cookie crumbs, stating “Five Years Later, We’re Still Good in the Dark.”

Oreo, of course, is referring to the epic moment when the lights went out at the Superdome in New Orleans while in the third quarter of Super Bowl XLVII. It quickly released a post stating, “Power out? No problem. You can still dunk in the dark.” which was retweeted 10,000 times within an hour.

It is such a great example of how clever tweets can really increase engagement between a brand and its consumers.

Some other funs one’s are below.


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