Procter & Gamble Co.'s Tide saved $4 million on a spot in this year's Super Bowl and instead spent the game on Twitter talking about other people's ads.In all, Tide created 22 Vines and related tweets with joking plays on other brands' ads, all involving messes that Tide could clean up and bearing the #GetsItOut hashtag. That generated 3.6 million impressions via thousands of retweets, according to spokeswoman Anne Candido.The audience was a far cry from the 111.5-million for TV's most-watched TV event ever, per Nielsen, or the 525 million impressions that social-media agency 360i claims from last year's famous Oreo Blackout tweet during the Super Bowl.
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