Winter Swear Jar

Winter Swear Jar

Hotels.com

HOTELS.COM

THE WINTER SWEAR JAR

THE WHAT, WHERE AND WHEN OF IT:

In the colder states, cursing out winter on Twitter is a cathartic experience. Our idea for Hotels.Com was to not only empathize with people but also give them a way to escape. We created The Winter Swear Jar to do just that.

Our analytics team scanned millions of tweets for angry twitter word combinations. Think of it as a profanity filter in reverse. Every time we found one, we added a digital quarter to the jar. Every time it filled up, we sent someone on a trip to a sunny somewhere. We also teamed up with Twitter x The Weather Network to geotarget the coldest cities on any given day, and serve up custom content for each.

The Winter Swear Jar had social engagement of 10x the hotel category. Nearly 200,000 quarters added to the jar. 25 trips given away, and 25 million potential impressions.