Two mega brands with logos closely associated with hats – Arby’s and Quaker – are the latest examples of consumer companies benefiting from a social media uplift during a nationally televised event – in this case, the Grammys.

But being nimble and creative are just two attributes of successful brands trying to borrow a page from the playbook used last year by Oreo when the lights went out at the Superdome.

In the final days before this year’s big game, David Berkowitz, chief marketing officer of Publicis Groupe’s MRY, offered his advice for successful real-time social engagement while tens of millions are watching.

“For marketers, this day is like Christmas and New Year’s and Easter and July Fourth and Thanksgiving all rolled up into one,” said Berkowitz. “It’s the one day of the year that everyone cares about what advertisers do.”

Insights provided by Critical Mention’s media monitoring service