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Considering how the game went last night, Priceline’s Vine ads were easily more interesting than the real action on the field.
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.
— Priceline.com (@priceline) February 3, 2014
At the end of the evening, Priceline compiled all of the 6-second spots into a 1:05 clip on YouTube, embedded here.