Tide decided to forgo a $4 million Super Bowl commercial last weekend in the place of Promoted Tweets to support a rigorous social media operation. The brand, owned by P&G, created Vines and Tweets that poked fun at Super Bowl commercials with the overarching messages relating back to “messes that Tide could clean up,” along with the supporting hashtag, #GetsItOut. This commentary during the Super Bowl was led by a group of marketing professionals across the country and resulted in 3.6 million Twitter impressions. Although it’s too soon to tell if the effort brought in business, the brand is pleased with its engagement rate, going so far as to say they “‘owned’ social media for the Super Bowl.” While social media has been changing the way brands market themselves for years, this could be the beginning of a change for Super Bowl advertising. Read more about Tide’s Twitter activities here.