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.
.@sodastreamusa Sorry about the ban. Next time go Express w your commercial to save time & money! #ExpressCommercial https://t.co/jQvr4RszIq
— 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.
RT if you'd rock the #Lawrencing look the next time you travel. pic.twitter.com/IsVX0iSFhe
— Priceline.com (@priceline) January 13, 2014
Locked out of heaven, @BrunoMars? Luckily, we've got Express Deals on hotels in your area. #Grammys #HotelPurgatory http://t.co/PZxdl3H4cN
— Priceline.com (@priceline) January 27, 2014

Priceline will be sharing other ad parodies throughout the weekend with the hashtag #ExpressBowl.
This article originally published at Skift: Travel Intelligence, Global Smartness here
Skift is a Mashable publishing partner and a travel intelligence company that offers news, information, data and services to professionals in the travel industry and professional travelers to help them make smart decisions about travel.