Skift Take

Travel companies are getting smarter and quicker at using social media to tap into the power of the second screen during large viewing events. This Super Bowl will be a battle of the brands as much as the teams.

Samantha Shankman, Skift

Priceline is tapping into the power of the second screen with a social media campaign timed to coincide with Super Bowl this Sunday.

In an effort to promote the booking site’s Express Deals, Priceline is creating “express” versions of other brand’s Super Bowl commercials.

Priceline is planning to recreate the ads using puppets. It’s airing the new spots on the six-second video app Vine.

The campaign is meant to align with Priceline’s messaging of saving money and time.

The first video released by Priceline is an express version of Sodastream‘s now censored Super Bowl ad starring Scarlett Johansson.

The ad was allegedly banned for mentioning competitors Coke and Pepsi.

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

The company sent out several well-received Tweets during the Grammy’s last week.

Priceline will be sharing other ad parodies throughout the weekend with the hashtag #ExpressBowl.

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Samantha Shankman, Skift

January 31st, 2014 at 10:30 AM EST

Tags: marketing, priceline, super bowl

Photo credit: The Super Bowl will mark Priceline's first social campaign using the 6-second video app Vine. Priceline / YouTube

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