Dive summary: 

• Oreo ran one of the few Super Bowls ads with a clear call to action to follow Oreo on Instagram and it worked; before the game Oreo had 2,000 followers and after the number spiked to 34,000. 
• Oreo's second shining moment was a Tweet during the power outage at the stadium that said "Power out? No problem." with a visual of an Oreo in a blackout with the phrase "You can still dunk in the dark."
• Other brands that attempted mobile interaction, like Coke and Speedstick, were not as successful as Oreo and even had some backlash online. 

From the article:

"Typically, 41 percent of tablet owners and 38 percent of smart-phone users use their device when watching television (according to Nielsen), and on Sunday night, approximately 111 million people tuned in (though AdAge suspects it may have been slightly less.) This means that tens of millions of people were armed and ready to use their mobile devices while watching the game – and they did. Oreo’s Instagram account began the night with only 2,000 followers – and just 5 hours later, it now has over 34,000 followers."