Can Shatner Re-Engage Priceline's Warp Drive?
August 16, 2012 @ 10:44 AM EST
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Has Priceline (PCLN) decided after all to "live long and prosper" with William Shatner, aka "The Negotiator"?
“Seven months after a commercial showed the Negotiator plunging off a cliff and into apparent oblivion, the company is resurrecting him in a new 30-second TV and online spot set to debut Thursday (8/16).” (Yahoo Finance)
Priceline’s rapid descent after posting earnings on August 7th was reminiscent of the out-of-control plunge of the USS Enterprise saucer section in the movie “Star Trek Generations”.
Although PCLN did beat on EPS at $7.85 versus $7.37, revenues were light and forward guidance precipitated an epic “core breach” move in the stock the next day of –17%, down $117.
But as Captain Kirk came back to life in that movie, William Shatner’s “Negotiator” character is miraculously “rematerializing” after 94% of Priceline fans called for his return.
"We had such a positive response to the ad where we appeared to throw him over a cliff that we wanted to find a creative way to bring him back," said Brett Keller, chief marketing officer for Priceline.com.
And so PCLN hopes to be “transported” back into the Street’s good graces, as Shatner’s 14-year run as spokesman was one of the most iconic ad campaigns of recent years. (PCLN was up +$10 Wednesday, for its highest close since the earnings report. Coincidence or the simple application of some Vulcan-like logic?).
Priceline- Last 12 Month
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