I don’t know if Groupon created http://savethemoney.groupon.com after testing their Super Bowl spots. But I do know the site was live before their spots ran. The bigger mystery is why didn’t Groupon direct viewers to go there in the first place? They refer to save the money but only as a tagline, no url. The web address at the end of the spot only says to go to groupon.com, which takes visitors to their local Groupon page and current deal.
Groupon self-inflicted some bloody wounds on their image (as well as on a few celebrities), and now they no longer control their message. See the comments on Groupon’s community board.
If a brand plans to do integrated marketing, it needs to be exactly that. They can’t expect people to figure it out when the complete message is placed in different media with no simple way to take it all in. The exception is when you’re consciously creating a scavenger hunt, which is fine for a video game or a movie. But not when your business is built on bringing together people looking for bargains and people owning small businesses.