Tech brands get creative with social media during CES 2018 blackout

Power outage at one of the world's largest technology and electronics shows triggers flurry of brand engagement via Twitter

Technology brands including Intel and IBM have been quick to jump into the social conversation with a tongue-in-cheek brand approach after a blackout struck the annual Consumer Electronics Show (CES) in Las Vegas.

The blackout in the Las Vegas Convention Centre’s Central and South Hall bridge meeting rooms occurred at approximately 11.13am local (Pacific) time on the second day of the show. While power within the South Hall was restored minutes later, it took two hours to fully restore power in the Central Hall, with conference organisers confirming on Twitter at 1.09pm that power was slowly being rolled out in the Central Hall.

In a statement, CES organiser, the Consumer Technology Association, blamed the outage on recent heavy rainfall which caused condensation on the venue’s roof to short circuit one of the facility’s transformers.

“A preliminary assessment indicates that condensation from heavy rainfall caused a flashover on one of the facility's transformers,” the statement read. “We are grateful to NV Energy for their swift assistance, to our customers and their clients for their patience and to the staff for ensuring the safety and security of all attendees and exhibitors.”

Many attendees and technology journalists were quick to point out the irony of one of the world’s largest technology electronics showcases without power. One attendee, Bert Kaufman, head of corporate affairs and regulatory at robotics company Zoox, summed it up on Twitter: 

“The power has gone out in the central hall at CES… sending thousands of attendees out of the LVCC, shutting down hundreds of expensive marketing activations and reminding us that none of this stuff works without electricity,” he tweeted.  

Another attendee, Derek Kerton, asked which brands were going to make the most of the blackout opportunity on their stands, and compared the situation to the blackout during the US Super Bowl. Oreo’s quick and clever response on Twitter, ‘Power out? No Problem. You can still dunk in the dark’, continues to be heralded by many as a great example of real-time social media engagement.

Technology brands including Intel, IBM, ISPN and Texas Instruments were quick to jump onto the #CESblackout hashtag, with many taking a cheeky communications approach to the situation. Here are some of the highlights

Intel, for example, suggested the blackout was the biggest thing to hit the CES show since 5G: 


IBM took the opportunity to highlight its artificial intelligence offering, IBM Watson:

ISPN was arguably, however, the funniest:

And there were plenty more:


This year’s CES is expected to attract more than 180,000 visitors, has 4000 exhibitors and runs from 9 to 12 January 2018.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Thank you for explaining the rules. This article covers the principles of design, which arrange the elements of art into a composition. ...

Pierce Fabreverg

Reports: Brands have an important role to play during the COVID-19 crisis - if they're useful

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in