Priceline Targeted Ads
With last-minute deals, Priceline.com does big business in those short, last-minute trips that you were on the fence about taking:
anniversary getaways, bachelorette weekends, quick visits to relatives.
And with every one of those trips, something's on the line: Friendship. Marriage. Sanity.
Priceline wanted to use social media to encourage booking. And nothing commands attention on Facebook like outrageous news.
So we made news, creating over thirty bespoke fake news videos about the consequences of not taking specific trips, then used Facebook's freaky
micro-targeting technology to serve them up to people with upcoming travel opportunities.
And we enlisted real L.A.-area news anchor Kacey Montoya to make our stories feel even more authentic when they'd pop up in a user's news feed.
Priceline or Die
In addition to contextually relevant means, we also tried more timeless persuasion methods.
Like discounts. And death threats.
Social Media Merit
ECD's: Dan Lucey, Chris Beresford-Hill
AD: Dan Kenneally