Hotels.com understands that Canadian winters can be long and brutal. That’s why they set out to reward disgruntled Canadians with the Winter Swear Jar, a social media campaign that turned negative tweets about winter into money that went towards sending people on warm, wonderful vacations.
Launched February 21st, 2017, Hotels.com sought out and responded to exasperated and profane tweets they found about winter. Each frustrated Canadian they found was directed to a landing page containing a virtual Swear Jar that filled up with a quarter each time a tweet featured a winter-related keyword like #snow, #shoveling or #slush. Each time the jar reached $1,000, one potty-mouthed entrant received a $1,000 Hotels.com gift card to book a sunny getaway.
“The Winter Swear Jar idea allowed us to tap into winter angst in a culturally relevant way. It also allowed the Hotels.com brand to, in some small way, be a part of making winter more enjoyable.” said Darrell Hurst, EVP, Managing Director, J. Walter Thompson Canada. “This creative idea was a direct result of social listening and developing a solution that would resonate with our target audience.”