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.
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 ad was allegedly banned for mentioning competitors Coke and Pepsi.
— Priceline.com (@priceline) January 31, 2014
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.com (@priceline) January 13, 2014
— Priceline.com (@priceline) January 27, 2014
Priceline will be sharing other ad parodies throughout the weekend with the hashtag #ExpressBowl.
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Photo credit: The Super Bowl will mark Priceline's first social campaign using the 6-second video app Vine. Priceline / YouTube