SkiftX SkiftAds

Reliving the Super Bowl Through Priceline’s Low-Budget Twitter Ads

@jasonclampet

Feb 03, 2014 8:05 am

Skift Take

Considering how the game went last night, Priceline’s Vine ads were easily more interesting than the real action on the field.

— Jason Clampet

Sponsored by:

Get the Latest Intelligence on the Travel Industry

 / Priceline

Priceline's sock-puppet players re-inact a pivotal scene from the Super Bowl. / Priceline


No travel brand advertised during the Super Bowl last night (although this ad from Jeep fed a certain wanderlust), but that doesn’t mean travel brands were completely silent during the game.

In an effort to promote its Express Deals, Priceline created “express” versions of other brands’ Super Bowl commercials and ran them as six-second Vines on Twitter’s video-sharing service. It also recreated significant plays from the Denver Broncos and Seattle Seahawks matchup, as well as half time entertainment from Bruno Mars and the Red Hot Chili Peppers.

Instead of expensive actors, high-quality film, or exotic locations, Priceline used sock puppets and hand-made sets.

This is the first time that Priceline has used Vine for a social campaign. It is part of the company’s broader efforts to introduce real-time marketing.

It’s first Vine of the evening was a send up of one of Priceline’s own Negotiator ads. This was soon followed by a Vine of the opening play of the game.

At the end of the evening, Priceline compiled all of the 6-second spots into a 1:05 clip on YouTube, embedded here.

Tags: , , , , , ,

Follow @jasonclampet

Next Up

More on Skift

Poll Shows Majority of Americans Believe TSA PreCheck Hurts Security
The Vacation Rental Concept That Gives Owners Professional Help
Daily Travel Startup Watch: EatWith, Smooth Operator and More
Why Personalized Data Matters to Boosting Your Bottom-Line

We're the Moneyball of the Travel Industry

We know what's coming next in travel. Subscribe to the newsletter and get all the goodness in your inbox daily.