What does a brand do when they throw millions of dollars toward a 30-second ad on the biggest sporting event of the year?

Whatever they want.

When it comes to advertising during the Super Bowl, there appears to be a fine line of success between staying relevant to your brand and just coming up with something that might be relevant with Super Bowl fans.

That fine line was missed by many throughout the 48th Super Bowl.

It’s certainly not easy to come up with a 30-second commercial that can effortlessly define a brand and also achieve an entertainment value among other heavy-hitters during breaks in the game. Clearly, viewers noticed that struggle among numerous car advertisements. Viewers were left confused about the advertisements in general and were left failing to remember the brand that appeared on the ad in the first place. A result that was all too common among many of the promotional players.

One way of advertising that brands have found success with is reaching their Twitter followers through timely and relevant tweets. This method worked perfectly for Oreo during the power outage of Super Bowl 47. A perfect example of another brand embracing the power of Twitter in this year’s game is Arby’s. While the Denver offense struggled with a scoreless first-half, the final pick thrown by Manning was immediately followed by a pitch for fresh turnovers.

So… anyone in the mood for a turnover? pic.twitter.com/GHJwpdua3c

— Arby’s (@Arbys) February 3, 2014

There were also many other relevant and highly entertaining tweets from other brands… and one from an unlikely source, Hillary Clinton.

It’s so much more fun to watch FOX when it’s someone else being blitzed & sacked! #SuperBowl

— Hillary Clinton (@HillaryClinton) February 3, 2014

So what is a brand to do when faced with such a significant, yet brief, moment of fame?

Know your goal

Why did your brand just pay millions to be featured in the Super Bowl (or a little less for some other event)? What does your brand expect in return for such a significant price? Set goals and be sure to stick to them through the planning process.

Know your brand

Know your brand. Stay true to your brand’s core values and represent it to your audience in a relevant way. Whether or not your commercial was good won’t matter if no one remembers who made the commercial. Research your target personas and their interests very carefully before building on an idea.

Know the context

If you’re planning on a promotion during the Super Bowl, know that people are at parties, laughing, eating, drinking… betting. This is not a situation for a sappy, forgettable ad. Get excited with the fans and celebrate with them! Again, research is key for reaching your goals.

Know when to stop

If your brand is one of those brands on Twitter that doesn’t know when to stop trying to be relevant, that brand will soon become a target for attack. Understand that Twitter is a place for humans to interact with each other, and know when to bow out gracefully. Take Oreo’s tweet, for instance.

Hey guys…enjoy the game tonight. We’re going dark. #OreoOut

— Oreo Cookie (@Oreo) February 2, 2014

Whether your brand is planning on buying an ad for the Super Bowl or the local paper, be sure to set the right goals before planning the campaign. Doing so could mean the difference between making a profit or suffering the losses.

Read more: Why Brands Will Fumble During The Super Bowl